Usage of multidimensional scaling technique in the preperation of perception maps: Samplings of private hospitals in Ankara

Although perception maps are visual tools to be used in the location process of the products for marketing managers in the scope of strategic marketing planning, this issue draw sufficient interest in our country. A gap has also been viewed in the private hospitals where intense competition has increased rapidly. In this sense this study has been planned to fill the gap in the private hospitals marketing and to guide the applicators.In the firs part of the study locating and relocating concepts were dealt. In the second part of the study perception maps and the statistical techniques used in the preparation of the perception maps were examined in detail. In the application part of the study perception maps of 11 private hospitals in service in Ankara were composed according to the data obtained from the consumers. Multidimensional scaling analysis was applied which was determined as the most appropriate statistical technique according to the obtained data and for the aim of the study. In the frame of the statistical analysis similar and different sides of the private hospitals according to their adjacency and distance was identified. The results were interpreted appropriately in detail according to the analysis.As a result, when considering the competition which is seen in the market areas nowadays, the perception maps which were determined in the scope of the strategic marketing planning will guide the marketing managers.Key Words1.Strategic Marketing Planning2.Product Location3.Perception Maps4.Multidimensional Scaling5.Private Hospitals