The concept mapping approach in marketing: an application in the travel agencies sector

Presents the concept mapping technique as a tool in marketing research. The advantage of this technique lies in the development of qualitative research techniques like focus groups, by structuring results in an objective form; through representing the ideas expressed on a perceptual map. Technique requires statistical tools such as multidimensional scaling and cluster analysis. Its study has been applied here to identify sets of variables that foster customer, given that it represents one of the most strategic sectors in Spain.