title: Ð¡ÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð²Ð¸Ð´Ð¾Ð² ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð´Ð»Ñ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¾Ð¿ÑÐ¾ÑÐ¾Ð² Ð³ÑÑÐ¿Ð¿ ÑÐµÑÐ¿Ð¾Ð½Ð´ÐµÐ½ÑÐ¾Ð²
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Comparison of types of product perception map for obtaining survey results of respondent groups
Creators: name: ÐÑÐ½ Ð¢Ð°Ð¹Ð°Ð½Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐºÐ°ÑÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ
Ð°ÑÑÐ¸Ð±ÑÑÐ½ÑÐµ ÐºÐ°ÑÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ
Ð³ÑÑÐ¿Ð¿Ð¾Ð²Ð¾Ð¹ Ð¾Ð¿ÑÐ¾Ñ
ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÑÐ½Ð¾Ðº ÑÐ¼Ð°ÑÑÑÐ¾Ð½Ð¾Ð²
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
perception cards
perception attributive cards
group survey
cluster analysis
smartphone market
marketing

description: Ð¦ÐµÐ»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¾ÑÐµÐ½Ð¸ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð²Ð¸Ð´Ð¾Ð² ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¾Ð¿ÑÐ¾ÑÐ¾Ð² Ð³ÑÑÐ¿Ð¿ ÑÐµÑÐ¿Ð¾Ð½Ð´ÐµÐ½ÑÐ¾Ð², ÑÐ¾Ð¾ÑÐ²ÐµÑÑÑÐ²ÑÑÑÐ¸Ñ Ð´ÐµÐ¹ÑÑÐ²Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾ÑÐºÑÑÑÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ, ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÐ°Ð±Ð¾Ñ Ð¿Ð¾ ÐºÐ°ÑÑÐ°Ð¼ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ðµ. ÐÐ±ÑÐµÐºÑ ÐÐÐ  â ÐºÐ°ÑÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ. ÐÑÐµÐ´Ð¼ÐµÑ ÐÐÐ  â ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð²Ð¸Ð´Ð¾Ð² ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¼Ð°ÑÑÑÐ¾Ð½Ð¾Ð² Ð½Ð° ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸Ð½ÑÐµÐ·, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ Ð¸ Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð¾Ð¿ÑÐ¾Ñ, Ð¼Ð½Ð¾Ð³Ð¾Ð¼ÐµÑÐ½Ð¾Ðµ ÑÐºÐ°Ð»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÐºÐ»Ð°ÑÑÐµÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½ Ð¿ÑÐ¾ÑÐµÑÑ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÐ²Ð¾Ð¹ÑÑÐ² Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ; - Ð¸Ð·ÑÑÐµÐ½Ñ ÑÐ¿Ð¾ÑÐ¾Ð±Ñ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ Ð²Ð¸Ð´Ð¾Ð² ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ ÑÐ±Ð¾ÑÐ° Ð´Ð°Ð½Ð½ÑÑ; - ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿Ð»Ð°Ð½ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð¸ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð¿Ð¾Ð´Ð³Ð¾ÑÐ¾Ð²ÐºÐ° Ðº ÑÐ±Ð¾ÑÑ Ð´Ð°Ð½Ð½ÑÑ; - ÑÐ¾Ð±ÑÐ°Ð½Ñ Ð´Ð°Ð½Ð½ÑÐµ Ð´Ð»Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð´Ð°Ð½Ð½ÑÑ Ð¸ Ð¾ÑÐ¾ÑÐ¼Ð»ÐµÐ½Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ. - Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÐµ Ð¿ÐµÑÐ²Ð¸ÑÐ½ÑÐµ Ð´Ð°Ð½Ð½ÑÐµ Ð¾Ð±ÑÐ°Ð±Ð°ÑÑÐ²Ð°Ð»Ð¸ÑÑ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼: Microsoft Excel, STATISTICA. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  â ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² ÐºÐ»Ð°ÑÑÐµÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¼Ð¾Ð¶ÐµÑ Ð±ÑÑÑ Ð¿Ð¾Ð»ÐµÐ·Ð½Ð¾ Ð´Ð»Ñ Ð±Ð¾Ð»ÐµÐµ ÑÐ¾ÑÐ½Ð¾Ð³Ð¾ ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ. ÐÑÐ²Ð¾Ð´Ñ. Ð ÑÐ°Ð¼ÐºÐ°Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ ÐºÐ°ÑÑ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¼Ð°ÑÑÑÐ¾Ð½Ð¾Ð² Ð½Ð° ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¾ Ð¿Ð¾ÐºÐ°Ð·Ð°Ð½Ð¾, ÑÑÐ¾ Ð°ÑÑÐ¸Ð±ÑÑÐ½ÑÐµ ÐºÐ°ÑÑÑ, ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð½ÑÐµ Ð¿Ð¾ ÑÑÐµÐ´Ð½Ð¸Ð¼ Ð¾ÑÐµÐ½ÐºÐ°Ð¼ Ð²ÑÐµÑ ÑÐµÑÐ¿Ð¾Ð½Ð´ÐµÐ½ÑÐ¾Ð², Ð½Ðµ ÑÐ¾Ð²Ð¿Ð°Ð´Ð°ÑÑ Ñ Ð°ÑÑÐ¸Ð±ÑÑÐ½ÑÐ¼Ð¸ ÐºÐ°ÑÑÐ°Ð¼Ð¸ Ð¿Ð¾ÑÐ»Ðµ ÐºÐ»Ð°ÑÑÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ ÑÐµÑÐ¿Ð¾Ð½Ð´ÐµÐ½ÑÐ¾Ð², ÑÑÐ¾ Ð³Ð¾Ð²Ð¾ÑÐ¸Ñ Ð¾ ÑÐ¾Ð¼, ÑÑÐ¾ ÑÑÑÐµÐ´Ð½ÐµÐ½Ð¸Ðµ Ð³ÑÑÐ¿Ð¿Ð¾Ð²ÑÑ Ð¾ÑÐµÐ½Ð¾Ðº Ð¼Ð¾Ð¶ÐµÑ Ð¿ÑÐ¸Ð²ÐµÑÑÐ¸ Ðº Ð¿Ð¾ÑÐµÑÐµ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð¾ ÑÐ°Ð·Ð»Ð¸ÑÐ¸ÑÑ Ð¼ÐµÐ¶Ð´Ñ Ð³ÑÑÐ¿Ð¿Ð°Ð¼Ð¸.
description: Topic of the bachelors thesis: "Comparison of types of product perception maps to obtain the results of surveys of groups of respondents." The purpose of the study is to evaluate the use of various types of perception maps to obtain the results of surveys of groups of respondents that correspond to reality. The work was done on the basis of open sources on the Internet, theoretical work on perception maps and their use in marketing. The object of WRC is perception maps. The subject of the WRC is a comparison of different types of perception maps using the positioning of smartphones in the Chinese market as an example. Methods used: analysis and synthesis, comparison and generalization, classification, statistical methods, survey, multidimensional scaling, cluster analysis. Results of work: - considered the process of evaluating the properties of products using perception maps; - studied ways to compare types of perception maps and data collection; - developed a development plan and prepared for data collection; - data for the study were collected, data analysis was carried out, and comparison results were presented. - the obtained primary data were processed using the following programs: Microsoft Excel, STATISTICA. Scope of the results of the bachelor thesis - The use of cluster analysis methods can be useful for more accurate targeting of a product to a specific audience. Conclusions. As part of this work, a comparison of perception maps was carried out on the example of the positioning of smartphones in the Chinese market. As a result, it was shown that attribute maps compiled from the average scores of all respondents do not match attribute maps after clustering respondents, which suggests that averaging group scores can lead to loss of information about differences between groups.