Simple and multidimensional perceptual maps

Over the Wire War Game: Bandit

Please log on to http://overthewire.org/wargames/ and then click on the Bandit link on the left. Your assignment is to work through the game using SSH (there are tutorials online). You will need to download PuTTY or another SSH tool. If you are using Linux, PuTTY will already be installed.

You will likely need to use your own laptop for this exercise. We can use some of the laptops in the gray cabinet if we need them.

Take a screen shot for each level you complete using the Snipit Tool (Windows) or another screen shot application. Place each screen shot in a word document in the following format:

Level 0

Screen Shot (the screen shot of the level completion)

Level 1

Screen Shot (the screen shot of the level completion)

Keep going with each level you complete. Please note that you may not use other student’s screen shots as your own.

2. Simple and multidimensional perceptual maps

Overview

Perceptual maps and positioning are often thought of as a qualitative, but the creation of perceptual maps is a thoroughly quantitative process. The purpose of this assignment is to demonstrate how perceptual maps are created from data and transformed into useful information.

https://instructure-uploads.s3.amazonaws.com/account_10020000000097009/attachments/71609138/ba317%20class%20data.xlsx?response-content-disposition=attachment%3B%20filename%3D%22ba317%20class%20data.xlsx%22%3B%20filename%2A%3DUTF-8%27%27ba317%2520class%2520data.xlsx&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJDW777BLV26JM2MQ%2F20190219%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20190219T223917Z&X-Amz-Expires=86400&X-Amz-SignedHeaders=host&X-Amz-Signature=dbee3959f8e0d1aa3ac917a6da5b4cd453225706bdc5a2ef2e0367848bf9081d

Deliverable

A PowerPoint Presentation with 2 Perceptual Maps and Analysis (summarized in “bullets”).
For this assignment, you may work with up to two other students.

Instructions

Fripp’s Guide & Resources
Geoff Fripp’s eBook (mentioned at the start of the term) would be an excellent guide for this assignment. If you do not have the eBook, his website still provides the instruction to guide you on the Simple and MDM perceptual map templates.
Two Excel Templates will be used to create perceptual maps for this assignment. Please make sure you download the Simple Perceptual Map Template (XLS)Preview the document and MDM Perceptual Map Template (XLS).
Use the data set provided to complete this assignment. This data is real perception data gathered from students at another university.

Create Standard 2×2 Perceptual Map [1 Slide + Analysis; 15 Points]
Using the data for TWO determinant attributes, create a perceptual map by entering the numbers into the Simple Perceptual Map Template.
Copy and paste both the data you used and the resulting Perceptual Map into a PowerPoint Slide.
Discuss the finding in your 2×2 map – evaluate for the distance between brands and grouping of brands.

Explore Multidimensional Scaling [1 Slide + Analysis; 15 Points]
The process of multidimensional scaling is beyond the scope of this class; however, you should be able to interpret the resulting perceptual map.
Create an MDM perceptual map by entering the class data (run the macros). Copy and paste the resulting map to a PowerPoint slide.
Note: The perception data provided in the XLS file is based on a 7-point scale whereas the MDM template is based on a 9-point scale. You will need to convert into the 9 point scale. Please use the tool provided in the template itself to do this re-scaling for you.
Again, evaluate for the distance between brands and grouping of brands.

Data

Use this simplified table as the source of data for both simplified and multidimensional perceptual maps: ba317 class https://instructure-uploads.s3.amazonaws.com/account_10020000000097009/attachments/71609137/ba317%20class%20data.sav?response-content-disposition=attachment%3B%20filename%3D%22ba317%20class%20data.sav%22%3B%20filename%2A%3DUTF-8%27%27ba317%2520class%2520data.sav&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJDW777BLV26JM2MQ%2F20190219%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20190219T224023Z&X-Amz-Expires=86400&X-Amz-SignedHeaders=host&X-Amz-Signature=3de05f8048cc05aeec17a7416affeaf59d201251197e871cc36dbd72a70720ee data.xlsxPreview the document
For those that are more statistically inclined and are interested in playing around with other measures, here the raw data file as well as basic “conversion” to generate the above Excel table: ba317 class data.sav ba317 class data syntax.sps

https://instructure-uploads.s3.amazonaws.com/account_10020000000097009/attachments/71609136/ba317%20class%20data%20syntax.sps?response-content-disposition=attachment%3B%20filename%3D%22ba317%20class%20data%20syntax.sps%22%3B%20filename%2A%3DUTF-8%27%27ba317%2520class%2520data%2520syntax.sps&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJDW777BLV26JM2MQ%2F20190219%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20190219T224122Z&X-Amz-Expires=86400&X-Amz-SignedHeaders=host&X-Amz-Signature=145e64bd5aebd1ff7555dd26ac2b6d26bd93b46459cb1757476cd4a8faa62c28

https://instructure-uploads.s3.amazonaws.com/account_10020000000097009/attachments/71609136/ba317%20class%20data%20syntax.sps?response-content-disposition=attachment%3B%20filename%3D%22ba317%20class%20data%20syntax.sps%22%3B%20filename%2A%3DUTF-8%27%27ba317%2520class%2520data%2520syntax.sps&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJDW777BLV26JM2MQ%2F20190219%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20190219T224305Z&X-Amz-Expires=86400&X-Amz-SignedHeaders=host&X-Amz-Signature=4f2ce0ff7b08fa59ef721fba0e0757b194b858301b955cf2bc0f9757cbed3652