Posted by Reilly Atkinson on December 18, 2002 at 18:56:07:

In Reply to: Re: KM and Modern Analytic Approaches posted by Denham on December 14, 2002 at 08:59:27:

Denham -- Thanks. Right Now looks interesting.

My interest in Fuzzy Logic here is mainly as a possible tool to provide more realistic def's of knowledge, info and data -- they all can overlap, depending on context, etc.

Perceptual mapping is an umbrella name for a set of analytic techniques, the most used are conjoint analysis and multi-dimensional scaling(MDS). At SawToothSoftware.com you can find many free whitepapers on Conjoint and MS -- from intros to highly technical stuff. To a limited degree, perceptual mapping techniques are sort of similar to non-linear factor analysis, or clustering perhaps with an adaptive metric. The bottom line is asociations between people characteristics and product ones -- and the results can be nicely shown in graphic form.For example, I think it would be possible to map "corporate culture" as perceived by employess - major issues would be--what characteristice do you use to describe culture? The people end is old hat -- get as much as possible. I'm giving short shrift to a complex undertaking.

I've also worked with multivariate techniques, mainly clustering and factor anal -- for market segmentation, direct mail and targeted marketing studies.

Thanks again & regards,Reilly

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