Develop a questionnaire to assess the perceived position of the Yaris on the two dimensions of the perceptual map. Have 5 participants from Yaris’ target age group complete the survey and plot their location on the map. Repeat this with 5 participants in the 45-65 year-old age group.
Hint: You could use a 5 to 5 scale (See Appendix A for more detail on measuring attitudes and perceptions) with 5 being dull and 5 being exciting, and neutral being 0. You could then map the scale onto the axis with the extreme points anchoring the ends and the neutral or zero point being the intersection of the two dimensions. You would repeat this for luxury-economy dimension.
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