Please help mw through these questions step by step I am really struggling to understand

Perceptual Maps

Please pick a category or industry. Come up with at least 4 best known brands in the category/industry, and design a survey questionnaire for constructing perceptual maps of the brands in the chosen category/industry.

1. Please design appropriate questions in the survey for using similarity- based approach to construct the first perceptual maps for the brands you chose.

2. In the same survey, please design appropriate questions for asking about several major attributes that you believe are important for respondents to evaluate the brands. This is for using attribute-based approach to construct the second perceptual maps for the same brands.

3. Is there any difference between the two perceptual maps you constructed? What are the possible reasons for the differences, if any? Note 1: due to the fact that data collection is not part of the main topics covered in this class, the quality of the data collected for this assignment is not part of evaluation. Of course, the more data you collected, the better; and the less biased the data is, the better. Bottom line though: please try to collect data from at least 10 respondents. The respondents may be your family members, neighbors, and/or colleagues/classmates, i.e., convenience sampling is fine for this assignment. Note 2: you may also need to include some additional questions in the same survey for answering those questions in Conjoint Analysis section later in this assignment (see next page for details). Note 3: although this is an individual assignment, students in this class can work in team of their choice for data collection. Students can find team members by themselves for the data collection task, but not for data analysis though. This is to help making the data collection easier for students. Please try to limit the number of students in each team to be no more than 5.

Discriminant Analysis

In Exercise 2, we used Logistic Regression to analyze how four variables (number of hours of TV viewing per week, number of detergent purchases last year, gender of head of household, and household income in $k) affect the awareness of CSG. Please use the same dataset to construct a discriminant analysis model and answer the following questions.

4. Construct the DA model. How many bins (or groups of customers) the model has? How many assignment functions?

5. Conduct DA analysis in SPSS. Show the classification function coefficient table. Based on the table, what are the assignment functions for the bins?

6. Which group the following household is predicted to belong to: watches 25 hours of TV, made 8 detergent purchases last year, female household head, and 2 makes $60,000? Is the result consistent with your answer to Question #5 in Exercise 2?

7. What are the main differences between the DA model here and the Logistic Regression model in Exercise 2? (Note: both models are used for studying essentially the same managerial question here). Note: since the awareness variable has values of 0 (not aware of CSG) and 1 (aware of CSG), please use minimum of 0 and maximum of 1 when defining the range of the grouping variable in SPSS. Conjoint Analysis For the same product/service you picked in Question 1 above, design a rating-based conjoint study questionnaire, collect data, and analyze the data to answer the following questions:

8. What are the key attributes that you think influence consumers choices of the product/service? You can use the same attributes as in the Perceptual Maps section or you can define new attributes. Note: it is suggested to use the same attributes to lower the burden for respondents and also keep the questions less confusing for respondents. Of course, you can use different attributes for conjoint study if you would like to explore.

9. What are the reasonable levels for each attribute? Please determine appropriate levels for each attribute as they will be important for the effectiveness of the conjoint study. Use these levels to construct survey questions.

10. After analyzing the data you collected, which brand is the most premium one? How do you estimate the relative brand value between brands?

11. As shown in this assignment, both perceptual maps and conjoint analysis can be used in branding management. What are the key differences between these two techniques when applied to branding management, i.e., what are the appropriate application scenarios these two techniques can be used in branding, respectively? Note 1: If you choose a large number of attributes or a large number of levels for some or all attributes, the total number of unique combinations of attribute levels (i.e., the total number of combinations in a full factorial design) will be a very large number. You can randomly pick 12 or 16 combinations and ask respondents to give ratings for these combinations.

Also, in order to compare across brands, do make sure these 12 or 16 questions cover all four brands collectively. Note 2: Definition of combinations: taking the Conjoint Analysis section in Exercise 3 as an example, one combination of attribute levels is (Sears, 40K, $60, White), and another combination of attribute levels is (Goodyear, 50K, $60, White), i.e., the second question in the Conjoint Analysis section of Exercise 3 is essentially about the comparison of these two combinations of attribute levels