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MCB-30306 by Mind Map: MCB-30306

1. Laddering

1.1. Association of product with self

1.1.1. Product distinguishing

1.1.1.1. Product differentiation

1.2. Hard/Soft Laddering

1.3. Eliciting distinctions

1.3.1. Triad sorting (Kelly)

1.3.2. Preference-consumption differences

1.3.3. Differences by occasion

1.4. Implication Matrix

1.5. Hierarchical Value Maps

2. Marketing

2.1. Marketing strategies

2.1.1. Market segmentation

2.1.2. Product differentiation

2.2. Marketing Mix

2.2.1. Product

2.2.2. Price

2.2.3. Promotion

2.2.4. Place

3. Quality perception

3.1. Perceived quality

3.1.1. Value

3.1.1.1. Preference

3.1.1.2. Subject

3.1.1.3. Consumption experience

3.1.2. Quality judgments

3.1.2.1. Evaluative judgement

3.1.2.1.1. Quality cues

3.1.2.1.2. Quality Attributes

3.1.2.2. Subject-Object interaction

3.1.2.2.1. Comparative factors

3.1.2.2.2. Personal factors

3.1.2.2.3. Situational factors

3.1.2.3. Quality attribute beliefs

3.1.2.3.1. Descriptive beliefs

3.1.2.3.2. Informational beliefs

3.1.2.3.3. Inferential beliefs

4. Conjoint analysis

4.1. Determine features that respondents most prefer

5. Means-End-Chains

5.1. Depicts relationship between product attributes, benefits and values

5.1.1. Means

5.1.2. Ends

5.2. Values

5.2.1. Terminal

5.2.2. Instrumental

5.3. Consequences

5.4. Product-use situation

6. Scale-development

6.1. C-OAR-SE

6.1.1. Construct definition

6.1.1.1. Object

6.1.1.1.1. Concrete singular

6.1.1.1.2. Abstract collective

6.1.1.1.3. Abstract formed

6.1.1.2. Attribute

6.1.1.2.1. Concrete

6.1.1.2.2. Abstract formed

6.1.1.2.3. Abstract eliciting

6.1.1.3. Rater entity

6.1.1.3.1. Individual

6.1.1.3.2. Experts

6.1.1.3.3. Group

6.1.2. Validity

6.1.2.1. Construct validity

6.1.2.2. Predictive validity

6.1.3. Reliability

7. Scale evaluation

7.1. Measurement accuracy

7.1.1. Measurement error

7.1.1.1. Systematic error

7.1.1.2. Random error

7.2. Reliability

7.2.1. Test-Retest reliability

7.2.2. Alternative-forms reliability

7.2.3. Internal consistency reliability

7.2.3.1. Split-half reliability

7.2.3.2. Cronbach's A

7.3. Validity

7.3.1. Content validity

7.3.2. Criterion Validity

7.3.2.1. Concurrent validity

7.3.2.2. Predictive validity

7.3.3. Construct Validity

7.3.3.1. Convergent validity

7.3.3.2. Discriminant validity

7.3.3.3. Nomological validity

7.4. Generalizability

8. Product categorization

8.1. choice

8.1.1. Within category

8.1.1.1. Taxonomic categories

8.1.2. Across category

8.1.2.1. Goal-derived categories

9. Positioning

9.1. Positioning strategy

9.1.1. Central positioning

9.1.2. Differentiation positioning

9.2. Perceptual maps

10. Market segmentation

10.1. Effectiveness & Profitability

10.1.1. Indentifiability

10.1.2. Substantiality

10.1.3. Accessibility

10.1.4. Stability

10.1.5. Responsiveness

10.1.6. Actionability

10.2. Segmentation bases

10.2.1. Observable

10.2.1.1. General

10.2.1.2. Product specific

10.2.2. Unobservable

10.2.2.1. General

10.2.2.2. Product specific

10.3. Segmentation methods

10.3.1. A priori

10.3.1.1. Descriptive

10.3.1.2. Predictive

10.3.2. Post-Hoc

10.3.2.1. Descriptive

10.3.2.2. Predictive

11. Cluster Analysis

11.1. Measures of similarity

11.1.1. Distance measures

11.1.2. Correlation coefficients

11.1.3. Association coefficients

11.2. Cluster approach

11.2.1. Hierarchical clustering

11.2.1.1. Single linkage

11.2.1.2. Complete linkage

11.2.1.3. Average linkage

11.2.1.4. Ward's method

11.2.1.5. Centroid method

11.2.2. Non-hierarchical clustering

11.2.2.1. Sequential

11.2.2.2. Parallel

11.2.2.3. Optimizing