SciELO - Scientific Electronic Library Online

 
vol.10 número2Computer Programs for Comparing Dependent Correlations índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados

Revista

Articulo

Indicadores

  • No hay articulos citadosCitado por SciELO

Links relacionados

  • No hay articulos similaresSimilares en SciELO

Compartir


Revista Digital de Investigación en Docencia Universitaria

versión On-line ISSN 2223-2516

Resumen

CHIPOCO QUEVEDO, Mario. Perceptual Map Teaching Strategy. Rev. Digit. Invest. Docencia Univ. [online]. 2016, vol.10, n.2, pp.83-91. ISSN 2223-2516.  http://dx.doi.org/10.19083/ridu.10.447.

This paper comprises the design of a strategy to teach perceptual mapping in a Brand Management course, adding a modeling technique in order to elaborate such maps. Perceptual maps are tools used to analyze the positioning of a brand, and are taught in undergraduate and graduate courses. However, very frequently a purely descriptive and theoretical framework is used, disregarding the mechanisms to construct them. Methods based on multiple linear regression and factorial analysis are presented as modeling tools to explain and foster a better understanding of this subject in class.

Palabras clave : perceptual map; multilinear regression; factor analysis; teaching strategy.

        · resumen en Español | Portugués     · texto en Inglés     · Inglés ( pdf )