Which research technique is closely associated with positioning studies and perceptual maps?

The correct answer is closely related to identifying and visualizing how consumers perceive different products or brands in relation to one another. Multidimensional scaling is a statistical technique used to create perceptual maps, which graphically represent consumer perceptions of various attributes and help marketers understand the positioning of their products in the marketplace. This technique allows marketers to analyze the similarities and differences between products based on consumer preferences and attitudes, making it a valuable tool in positioning studies.

By using multidimensional scaling, businesses can create visual representations that show how closely related or distinct various brands are in consumers' minds, enabling them to strategically position their offerings to target specific market segments more effectively. This technique directly supports the development of positioning strategies by making it easier to identify gaps in the market or competitive threats based on consumer perceptions.