Team 2- Permap

Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

It is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace. In other words, it is a tool that attempts to map the consumer’s perceptions and understandings in a diagram.

The word ‘perceptual’ comes from the word ‘perception’, which basically refers to the consumers’ understanding of the competing products and their associated attributes. (Note: In some textbooks, perceptual maps are referred to as positioning maps, but for our purposes they essentially have the same meaning.)

The most common presentation format for a perceptual map is to use two determinant attributes as the X and Y axes of a graph, however there are also other formats that are sometimes used.

Perpetual Maps in Brand Research

Multidimensional Scaling refers to a family of models where the structure in a set of data is represented graphically by the relationships between a set of points in a space. MDS can be used on a variety of data, using different models and allowing different assumptions about the level of measurement. In MDS "Permap" is new resource base.

Use of Permaps in Brand Research

Limitations of approaches used for Perceptual Mapping

There are many kinds of techniques under perceptual mapping. But, these techniques can be widely categorized as

-1. Attribute free perceptual mapping approach

-2. Attribute based perceptual mapping approach

1. Attribute free perceptual mapping approach would typically associate with the Multi-dimensional Scaling(MDS) where in the respondents would provide the inputs and thus an evaluation chart for each brand is prepared which is used to derive the spatial positions in a multidimensional space. This represents the reflection of the perceptions.

2. Attribute based perceptual mapping approach would typically employ several techniques which include multiple variables that require respondents to provide evaluations of specific attributes, which are used to derive an overall evaluation of the brands and spatial dimensions along which the brands are positioned.

Advantages and Disadvantages of the approaches:

-Attribute free perceptual mapping approach

Advantages

• The attributes are not specified during the evaluation and respondents give their perception of the brand without the attributes
• They can be developed at individual or aggregate level

Disadvantages

• No objective basis based on which the respondents evaluate the brands. There is very little guidance for these actions
• Only general guidelines and prior beliefs are used to define the dimensions of the perpetual maps

-Attribute based perceptual mapping approach

Advantages

• Based on many attributes, the respondents give their inputs for each brand and this provides an explicit description of the dimensions in the perceptual map
• Both brands and attributes can be represented on a single map which is useful for competitive analysis

Disadvantages

• Brand evaluations are limited to the attributes by the respondents
• There is an assumption made on the method used for combining the attributes to obtain the overall measure
• Results are usually available in aggregate form

Helpful link -

http://www.relevantinsights.com/tag/perceptual-map

- Group 5

Team3: Perceptual mapping by Excel

From two days we are discussing on perceptual mapping in the class which helps to find hidden perceptions of the products or persons according to data we have learnt a new software called permap for perceptual mapping but with the excel sheet we can do perceptual mapping  in seven simple steps by manually or with the template

Step1: Enter title of Permap

Step2: Enter label of horizontal axis attributes

Step3: Enter label of vertical axis attributes

Step4: Entering variables

Step5: Selection of attributes for mapping

Step6: Changing size of circle

Step7: Final perceptual map

visit below link for template file of perceptual map:

http://www.perceptualmaps.com/make-a-perceptual-map/free-download/

This can be done in two approaches one by downloading template or by manually in excel

See video link: http://youtu.be/bxm4s4wxqu8

Source: http://www.perceptualmaps.com/

Team 2 (20th september' 2014)

The fundamental purpose of Permap is to uncover hidden structure that might be residing in a complex data set. it is an interactive computer program which offers metric (ratio and interval) and non metric (ordinal, ratio+bounds and intervals+bounds) MDS techniques. PERMAP takes object-to-object proximity values (also called similarities, dissimilarities, correlations, distances, interactions, psychological distances, dependencies,  preferences, joint or conditional probabilities, etc.), or up to 30 object attribute values which can be used to calculate one of the forgoing types of proximities, and uses multidimensional scaling (MDS) to make a map that shows the relationships between the objects. PERMAP gives you more real-time control over your solution than any other MDS program. 

The map which is produced has the following characteristics:

• How far or close the objects are present is shown.
• A vector on the map indicates both magnitude and direction.

Team 6 - Multidimensional scaling

MDS is a statistical technique used to find the relationship between preferences, perceptions and various attributes and representing them on a visual grid called perpetual maps .
Multidimensional scaling is also used in B2B industries because the common complaint they got is market respondents tell them that there is a little difference between the product and suppliers . And in this case MDS is used. For example ,we may have five chemical companies and we want to find out in what way they are considered different . In the questionnaire aimed at buyers of chemicals. Each of the five companies would be paired with one another and respondents are asked , on a scale how similar they believe them to be on a variety of questions such as

1.How similar is their quality? 

2.How similar is their technical service? 

3.How similar are their prices?

We then use a statistical program to map the companies and the factors that have been tested to see how different or similar they are. These perceptual maps are extremely useful in brand analysis for determining if there is a need to work on the positioning of a brand to make it more distinctive.

Team 3:

The class was started with multidimensional thinking. it is nothing but thinking from many different perspectives on a subject matter, an essential skill to developing Critical Thinking capacity.it helps us to learn new things ,  solving high-value complex business problems.

Multidimensional scaling (MDS)

MDS is the technique that allows you to relate objects with each other and allows you to see is there any relationship between them in the form of map. Through this we can easily-assimilable graphic visualization of all sorts of data and we can measure how well or badly the data is.

PERMAP is a free, Windows-based program that uses multidimensional scaling (MDS) to reduce multiple pair wise relationships to 2-D pictures, commonly called perceptual maps. Such as product maps, strategic maps, sociograms, sociometric maps, psychometric maps, stimulus-response maps, relationship maps, concept maps, etc.).Its fundamental purpose is to uncover any "hidden structure" that might be residing in a complex data set.it must have at least 3 objects.

Purpose of PERMAP.

1.  PERMAP is to provide a particularly convenient method of producing perceptual maps by which we can reduce number of common mistakes.
2. PERMAP takes object-to-object proximity values (also called similarities, dissimilarities, correlations, distances, interactions, psychological distances, dependencies, confusability, preferences, joint or conditional probabilities, etc.), or up to 30 object attribute values which can be used to calculate one of the forgoing types of proximities, and uses (MDS) to make a map that shows the relationships between the objects.
3. PERMAP has been specifically designed to expose problems associated with local minima.

http://root5systemics.com/2013/07/multidimensional-thinking-leadership/

https://www.linkedin.com/today/post/article/20140612044326-3594235-leadership-and-multi-dimensional-thinking

Team:4

Perceptual Mapping

The main discussion in today's class was about multi dimensional thinking, how well can things be compared and in how many possible attributes can one use to compare two or more things. It can be the distance between two things, similarity between two things, comparision of two products in business sense., e.t.c. This is all about one's perception and the way it is leading towards dimensional thinking. There was a good amount of learning.
We were introduced to a new software Permap(Perceptual Mapping).

Perceptual mapping is a diagrammatic technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

Perceptual maps can have any number of dimensions but the most common is two dimensions.
Marketing research technique in which consumer's views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the results are employed in improving the product or in developing a new one

Source: http://www.businessdictionary.com/definition/perceptual-mapping.html#ixzz3DmkcgvDg

Team 5: Perceptual mapping

In today's class we learnt what is multi-dimensional scaling and how to use the Permap software to represent a brand's perception of each of the team members on a map. The proximity of two brands show that they are similar and vice-versa. We can also represent two brands' perception in a binary form by taking two opposite axes. (eg: we took Like vs Dislike in the case of beverages).

Multidimensional Scaling:

The purpose of multidimensional scaling (MDS) is to provide a visual representation of the pattern of proximities (i.e., similarities or distances) among a set of objects. For example, given a matrix of perceived similarities between various brands of beverages, MDS plots the brands on a map such that those brands that are perceived to be very similar to each other are placed near each other on the map, and those brands that are perceived to be very different from each other are placed far away from each other on the map.

Perceptual Mapping:

Perceptual maps are often used in brand research to represent consumers’ perceptions of brands or products on two or more dimensions represented by X- and Y-axes, each with ends that have opposite meaning (e.g. bitter vs. sweet, cheap vs. expensive).  Each brand has a position in the perceptual map space that reflects their relative similarity or preference to other brands with regards to the dimensions of the perceptual map.  With the help of perceptual maps we can transform consumer judgments of similarity or preference into distances represented in a multidimensional space. 

Sources:

http://www.analytictech.com/borgatti/mds.htm

http://www.relevantinsights.com/tag/perceptual-map

download the school data for school report cards from the dise website

To download school data from the website:

1. Click on the print option above the data.

2. When clicked on print option a pop-window appears on screen where option for saving the document is available.(If pop-up window is not appearing check whether the window is blocked by the browser and select allow pop-up window option.)

Team 5- Today's session key take aways regarding the term paper

The key take aways regarding term paper:

1.Understanding of current situation : (Based on information about the term paper)
2. Preparation of Infographics : (One or two based and Data -driven)
3. Preparation of Graphs along with the observations: (4-5 graphs)
4. Hypothesis: (Inline with objectives of the term paper)
5. Definitions and Formulas:

Team-2 ( Types of Excel graphs)

There are many graphs or charts available in spreadsheet programs such as Excel and each has it own uses. They are as follows:

• Bar graphs
• Line graphs
• Scatter plot graphs
• pie charts

Bar graphs: Bar graphs also called column graphs are one of the most common types of graph used to display data. These are mostly used to show amounts or the number of times a value occurs. The amounts are displayed using a vertical bar or rectangle. The taller the bar, the greater number of times the value occurs.

http://spreadsheets.about.com/od/spreadsheetlessons/ss/excel_graph_use_2.htm

Line graphs: Line graphs are used to plot changes in data over time, such as monthly temperature changes or daily changes in stock market prices. They can also be used to plot data recorded from scientific experiments, such as how a chemical reacts to changing temperature or atmospheric pressure.

http://spreadsheets.about.com/od/spreadsheetlessons/ss/excel_graph_use_3.htm

Scatter plot graphs: Scatter plot graphs are used to show trends in data. They are especially useful when you have a large number of data points.

            When compared  line graphs connect the dots or points of data to show every change, whereas a scatter plot you draw a "best fit"line. The data points are scattered about the line. The closer the data points are to the line the stronger the correlation or affect one variable has on the other.

http://spreadsheets.about.com/od/spreadsheetlessons/ss/excel_graph_use_4.htm

Pie charts: Pie charts do not use horizontal and vertical axes to plot points like the others. They are used to chart only one variable at a time. As a result, it can only be used to show percentages.

The circle of pie charts represents 100%. The circle is subdivided into slices representing data values. The size of each slice shows what part of the 100% it represents.

http://spreadsheets.about.com/od/spreadsheetlessons/ss/excel_graph_use_5.htm

Bubble charts: Bubble charts are one way to show three dimensions of data in a flat 2D chart.  Bubble charts can facilitate the understanding of social, economical, medical, and other scientific relationships.

Bubble charts can be considered a variation of the scatter plot, in which the data points are replaced with bubbles.

Bubble Charts in excel and in R

A Bubble chart is a variation of a Scatter chart in which the data points are replaced with bubbles. A Bubble chart can be used instead of a Scatter chart if your data has three data series, each of which contains a set of values. In a Bubble chart, the size of the bubbles is determined by the values in the third data series. Bubble charts are often used to present financial data. We are not limited to the circular markers provided by default in bubble charts. We can use the technique described in custom chart series markers to use any shape you want for the markers. Motion charts are animated bubble charts. They track the performance of important things over time (in two dimensions). This is chart with 4 dimensions. But not all data with 4 dimensions can be plotted as a motion chart. One dimension has to be time, and another has to be linked to the importance of the item. we can also turn any bubble chart into a quadrant chart. This is useful if you want to categorize your data a little further by using a common layout like it is used in a SWOT or market attractiveness analysis. 

Making bubble charts in R:

Step 1:                    

Download R and load the data into R for which a bubble chart has to be created. A .csv file with data in it can be read into R using the command read.csv

Step 2:

Circles can be drawn using the command symbols() and the values for x-axis, y-axis and bubbles are given. By default,symbols() sizes the largest bubble to one inch, and then scales the rest accordingly. It can be changed by using the inches argument.

Step 3:

To change the color of the bubbles we can use the arguments fg and bg to change the foreground and background colors respectively.

Eg:

symbols(table$cloumnname1, table$columnname2, circles=radius, inches=0.35, fg="white", bg="red", xlab="  ", ylab="  ")

The xlab and ylab arguments are used to name the X-axis and Y-axis.

The shapes of the bubbles can be changed by changing the values in the “inches” argument. This changes the shape of the circle to square or any other shape.

Sources:

http://office.microsoft.com/en-in/excel-help/creating-a-bubble-chart-HA001117076.aspx

http://www.performance-ideas.com/2011/04/05/bubble-charts-cognos/

http://flowingdata.com/2010/11/23/how-to-make-bubble-charts/

Team 3 :Bubble chart and Hans Rosling

bubble chart is not only used for representation of data with the additional information along with x-axis and y-axis with data of time period  this extended in large to form the visualisations famously knows as motion chart.hans rosling is the famous medical doctor, statistician he born in sweden but studied higher education india but majority of his work  done

is  in medical services in rural areas across the world .he was one of the cofounder of the gapminder foundation along with his son and daughter in law.Gapminder foundation received several awards for the visualize of the web development in the world he worked in famous organisations like WHO,UNICEF.

One Example for Bubble chart

source

http://www.webanalyticsindia.com/2009-11-20/motion-chart-in-excel/

TEAM 4

Data Cleaning:

        Data cleaning is a process of detecting and correcting corrupted data or inaccurate data from a record set or tables or database. It is mainly used in databases and the term refers to identifying incomplete, incorrect, inaccurate, irrelevant data from parts of the data and then replacing or modifying or deleting the data.

         Data cleaning differs from data validation in that validation almost invariably means data is rejected from the system at entry and is performed at entry time, rather than on batches of data.The actual process of data cleansing may involve removing typographical errors or validating and correcting values against a known list of entities.Data cleansing may also involve activities like, harmonization of data, and standardization of data. For example, harmonization of short codes (St, rd etc.) to actual words (street, road). Standardization of data is a means of changing a reference data set to a new standard, ex, use of standard codes.

        There  are various types of charts how data can be visible clear in charts.

Bar Chart:

      A bar graph is a chart that uses either horizontal or vertical bars to show comparisons among categories. One axis of the chart shows the specific categories being compared, and the other axis represents a discrete value. Some bar graphs present bars clustered in groups of more than one (grouped bar graphs).Bar charts are usually scaled so that all the data can fit on the chart. Bars on the chart may be arranged in any order. Bar charts arranged from highest to lowest incidence are called Pareto charts. Normally, bars showing frequency will be arranged in chronological (time) sequence.

  

                         

Bubble chart:

A bubble chart is a type of chart that displays three dimensions of data.Bubble charts can be considered a variation of the scatter plot, in which the data points are replaced with bubbles.This type of chart can be used instead of a Scatter chart if your data has three data series, each of which contains a set of values.

We have to choose the size of bubbles correctly.

                            

Team 3:Today’s class is about how to draw charts and graphs for a given data.

First of all charts and graphs are pictorial representation which makes the information clearer and easier to understand. News publishers use graphics all the time to show comparisons and explain important trends for things such as weather, gas prices, crime rate, or who is winning an election and by how much.

6 common reasons that we often have to make a chart:

1.         to Compare

2.         to show the Distribution

3.         to explain Parts of the Whole

4.         to tell the Trend over time

5.         to find out the Deviations

6.         to understand the Relationship

Types of charts that we use

Ø  To Compare :for comparison purpose we can use Bar Charts, Column Charts, Scatter Plots, Pie Charts, Line Charts, Data Tables

Ø  To Show the Distribution: To show distribution Column Charts, Scatter Plots, Line charts, Box Plots are used

Ø  To explain Parts of Whole: Column Charts, Bar Charts, Pie Charts, Data Table to show required parts from the whole data.

Ø  to tell the Trend over time :for clear representation of trend we can use Column Charts, Line Charts, Data Table

Ø  to find out the Deviations: to show deviation we can use Column Charts, Bar Charts, Line Charts, Data Table

Ø  to understand the Relationship: to show relationship between two or more variables we can use Scatter Plotline  Chart, Data Table

Other types of charts

Doughnut charts

Like a pie chart, a doughnut chart shows the relationship of parts to a whole; however, it can contain more than one data series. •This type of chart displays data in rings, where each ring represents a data series.

Radar chart

A radar chart compares the aggregate values of a number of data series. This chart displays changes in values relative to a center point. It can be displayed with markers for each data point.

bubble chart

A bubble chart is a type of xy (scatter) chart. It compares sets of three values and can be displayed with a 3-D visual effect. The size of the bubble, or data marker, indicates the value of a third variable. To arrange your data for a bubble chart, place the x values in one row or column, and enter corresponding y values and bubble sizes in the adjacent rows or columns. 

Multiple-Variable Graphs

Graphs are one of the easiest way of representing data. Generally we see bar graphs maximum for two independent variables, pie charts. But these will visualize the relation between two or more variables.

1.Scatter plots: These determine the relationship between two continuous variables and whether they are correlated or not.

2. Scatter plot matrix: It is that collection of  scatter plots into grid. It shows relation between pair of variables.

3.Overlay plot: It shows trends across time better than scatter plots do.

4.Side-by-Side box plot: It shows the relation between continuous variable and categorical variable.

5.Variability chart: This chart specifies multiple X variables and see the difference between means and variability across all the variables at once.

6.Graph Builder: We can change the variables and  graph at any point of time in graph builder.

7. Bubble chart: It represents its points as bubbles or circles. We can change the size and colour of the bubbles and animate them any point of time. 

http://www.jmp.com/support/help/Comparing_Multiple_Variables.shtml

- Group 5

Bubble Chart:

• A Bubble Chart is a multi-variable graph that resembles a combination of a Scatter plot and a proportional area chart
• Where X and Y axis are separate variables
• However unlike a Scatter Plot, each point is assigned a label or category
• Colours can also be used to distinguish between categories or used to represent an additional data variable.
•  Time can be shown either by having it as variable on one of the axis or by animating the data variables changing over time.
• Bubble Charts are typically used to compare and show therelationships between labeled/categorised circles, by the use of positioning and proportions. The overall picture of Bubble Charts can be use to analyse forpatterns/correlations.

This is the Bubble chart between the GDP and CO2 Per capita

http://www.datavizcatalogue.com/methods/bubble_chart.html#.U_DyacWSyd0

Team-3:Simple Techniques for presenting data

Getting data is simple but every analyst has to know how to represent the data in a understandable manner.According to Hans Rosling they are 6 techniques for presenting data.

1. Explain the data axes: We have to represent the variables along X and Y axis by naming them clearly.
2. Highlight subsets of data:The representation of graphs should not be complex,it should be as simple as possible,subsets should be differentiated.
3. Dig deeper to unwrap data:We should represent the Unformatted data into simple graphs
4. Place labels close to data points:Each and every data point must be represented for better understanding
5. Answer the “Why?” questions:state the reasons for taking those two variable for representing the graph
6. Complement data with energetic delivery

Source Link: https://www.youtube.com/watch?v=RUwS1uAdUcI#t=13

team 5

BUBBLE CHART:
A bubble chart is a good alternative to a bar chart that would need to include numerous bars. A bubble chart displays circles instead of bars, with each circle, or “bubble,” getting proportionally larger as the data size increases.

Disadvantage:  Bubble graphs are only visually useful when attempting to show relationships between multiple pieces of data.

source:  http://captus.samhsa.gov/

sample size: is needed for choosing the number of observations or replicates to include in a statistical sample. the sample size is important feature of any empirical study in which the goal is to make inferences about a population from a sample.

confidence interval: is a measure of the reliability of an estimate. it is a type of interval estimate of a population parameter. how frequently the observed interval contains the parameter is determined by the confidence level or confidence coefficient.

TEAM-----#1


Jugaad:

6 JUGAAD Principles

1) Seek opportunity from adversity
2)Do more with less
3)think and act flexibility
4)Keep it simple
5)Include the margin
6)Follow your heart

http://www.slideshare.net/giribiri/jugaad-innovation-34040028?qid=bae94262-b2c9-460e-a068-123342058f22&v=qf1&b=&from_search=3

Team # 2

Bubble Chart-Team # 2

A bubble chart is a variation of a scatter chart in which the data points are replaced with bubbles, and an additional dimension of the data is represented in the size of the bubbles. Just like a scatter chart, a bubble chart does not use a category axis — both horizontal and vertical axes are value axes. In addition to the x values and y values that are plotted in a scatter chart, a bubble chart plots x values, y values, and z (size) values.

Bubble charts plot data defined in terms of three distinct numeric parameters. They allow the comparison of entities in terms of their relative positions with respect to each numeric axis and their size as well.

Column charts and line charts have 2 axes commonly – a numeric axis and a categorical axis. The Y-Axis is the numeric axis for column and line charts. This means that the quantitative magnitude of the plot is indicated by the position of the plot with respect to the Y-axis. Bubble charts are different, because both axes of a bubble chart are numeric. Hence, the position of the plot is an indicator of two numeric values.  The area of the plot is an indicator of the magnitude of the third numeric characteristic.

Data Representation - Team # 4

Data representation using bubble chart

Bubble chart is similar to that of a scatter plot where the data points of a scatter plot are replaced by a bubble. We can use bubble chart if we have three data series with different values. The size of the bubble depends on one of the variable.

Bubble charts are generally used to represent financial data. We can use a bubble chart if we have data in the following format:

o   Three variables are needed for a data point i.e. X,Y and size of the bubble.

o   We can also represent negative data values in a bubble chart. They are represented using white bubbles and we cannot format those bubbles.

This link provides more details about how to create a bubble chart, format the bubble chart and an example for bubble chart.

http://office.microsoft.com/en-in/excel-help/creating-a-bubble-chart-HA001117076.aspx

Difference between a bar chart and histogram :

In a bar chart the data in the columns are positioned in a label that represents categorical data and the height of the column represents the size of the group defined.

In case of a histogram the columns are positioned over a label that represents a quantitative variable. The column variable can be single value or range of values.

Sai Durga

Team # 4