Skalowanie wielowymiarowe wybranych instytucji finansowych: Percepcja najczęściej reklamowanych banków

Abstrakt

The paper depicts the findings of a research conducted on a sample of people studying economic disciplines. The question was to check how they perceive some bank institutions. The author uses a relatively little-known and rarely applied in Poland technique of multidimensional scaling. It is useful in solving marketing problems. In particular, the technique is applied for positioning products, recognising gaps in the market, or defining clients' preferences for concrete firms of products. Thus we have received maps of perception that illustrate how respondents recognise bank institutions and how they resemble one another. The author interprets the perception maps by using commercials of the institutions under study, their promotions materials and opinions from the media.