Qestion 1 The term Perceptual Mapping means A. A chart illustrating customer's opinions (perceptions) rather than objective measurements B. A diagram style which explains how a set of concepts relates, based on bubbles and connector lines C. Any chart which compares competing products D. A 2 x 2 Quadrant style chart Question 2 Harvey Balls can be described as : A. A nano technology where any shape can be made from assembling small carbon balls B. Simplified pie charts indicating the degree to which an item meets a criteria, often used in a table C. A chart based on positioning items into quadrants based on two axis D. Uniquely applicable to comparing product capabilities Question 3 (1 point) Spider diagrams are useful for comparing competitive products based on : A. 2 Dimensions or axis B. More than 10 attributes C. Only perceptual attributes D. Between 3 and about 10 dimensions or attributes Question 4 (1 point) Which choice describes a type of Marketing visualization used to show competitor performance comparisons? A. FMEA B. Pareto Chart C. Spider Diagram D. Roadmap Question 5: We can identify which features comparisons really matter by: Using Heat Maps b. Tracing competitive analysis back to Kano feature types Using Harvey Balls d. Using quantitative rather than perceptual measurements