IMPROVEMENT OF PERCEPTUAL MAPS INTERPRETATION BY TRANSFORMATION OF RECTANGULAR COORDINATES

Making and application of perceptual maps enable an identification of key cognitive dimensions according to which consumers evaluate researched objects. On the other hand, it is possible to identify relative positions of existing and potential objects in regard to maindimensions. There are two basic approaches of making perceptual maps: attribute and non-attribute, that include several statistical techniques. One of these techniques, multidimensional scaling (MDS) has been more extensively presented in this paper. One problem that occurs by using non-attribute approach is interpretation of entitled dimensions. The problem could be solved by transformation of rectangular co-ordinates. This procedure is more extensively explained and by an example substantiated in the paper.