MktPraxis
Interactive Textbook Module Syllabus

Data-Driven Positioning

Learn to build and interpret perceptual maps using Multidimensional Scaling, uncover the attributes that drive consumer choice with Conjoint Analysis, and translate data into positioning strategies your brand can own.

⏱️ ~55 min reading & interactives 📑 11 sections 🎓 Level: Advanced undergraduate 📐 Math: Interpret output 📚 Courses: Marketing Analytics, Principles of Marketing supplement 🏷️ Topics: Positioning & perceptual mapping, Conjoint & choice modeling
Full Interactive Chapter (Account Required) The complete chapter reading, embedded live mini-widgets, inline Check-Your-Understanding questions, and progress tracking are available to enrolled students and verified instructors.
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Chapter Section Outline (11 Sections)

Topics and managerial frameworks covered in Data-Driven Positioning:

  1. 1. What Is Positioning?
  2. 2. Perceptual Maps: The Marketer's GPS
  3. 3. From Surveys to Maps: How PCA Builds the Map
  4. 4. Reading the Map Strategically
  5. 5. Ideal Points and Preference
  6. 6. Conjoint Analysis: What Attributes Drive Choice?
  7. 7. From Part-Worths to Positioning Strategy
  8. 8. Repositioning Decisions
  9. 9. Positioning in the Age of AI
  10. 10. Case Application — TrailMark Watches Positioning Study
  11. 11. Positioning in Practice

Interactive Concept Mini-Widgets Embedded in This Chapter (2)

Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:

Perception Gap Explorer

Students drag brand markers to where they *think* each brand sits on a 2D perceptual map, then click "Reveal" to see where consumers actually placed them. The gap between intuition and survey data is the "perception gap" — the central lesson of positioning...

Attribute Importance Ranker

Students rank 5 product attributes for a music streaming service by predicted consumer importance, then reveal an illustrative conjoint study's relative importance weights. Illustrates how managerial intuition about feature priorities often differs from data.

Paired Browser-Based Analytics Calculators (2)

This chapter connects directly to these full MktPraxis analytical apps (with pre-loaded business case scenarios, CSV upload, and reproducible Python export):

🧭 Positioning Analysis Lab

Visualize brand positioning using multidimensional scaling. Map competitive landscapes.

Pre-loaded Business Scenarios: Repositioning in a Crowded Beer Market · Smartphone Portfolio Strategy at a National Carrier · Streaming Platform Entry Strategy · Fast-Casual Concept Positioning Before a 40-Unit Expansion · Athletic Shoe Brand Campaign — Claiming Defensible Territory

📦 Basic Conjoint Analysis

Simplified conjoint analysis for categorical attributes. Great for learning core conjoint concepts.

Pre-loaded Business Scenarios: Basecamp Burrito — Campus Combo Meal Optimization · StreamWave — Subscription Tier & Walk-Away ("Would Not Buy") Study · SoundPulse — Wireless Earbud Lineup & "Keep Existing Headphones" Opt-Out