Cost Efficient Methods for Product Mapping Workshop

June 18-19, 2009
Cornell University Ithaca, NY 

Sponsored by
Cornell Cooperative Extension and Department of Food Science

Professor Harry Lawless will be teaching a new workshop, entitled "Cost Efficient Methods for Product Mapping" on June 18 – 19, 2009 at Cornell University.  In two days of lectures with case studies and examples and hands-on exercises, participants will learn aboutPerceptual Mapping.  Perceptual mapping is a graphics technique used by sensory professionals  and marketers, that visually displays the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is illustrated relative to their competition.

LEARNING OBJECTIVES:

• To introduce principles of perceptual mapping via multivariate statistical analysis.
• To teach students how to use sorting and napping (projective mapping) as data gathering techniques.
• To teach participants how to analyze sorting and napping data to make perceptual maps using multidimensional scaling (MDS) and multifactor analysis (MFA).

WHO SHOULD ATTEND?
This hands-on short course is designed for the more experienced professional who wants to learn about perceptual mapping and shortcut methods for data acquisition (ie. sorting and mapping). Other issues to be addressed include: Comparing outputs, Rv coefficients; PLS, Distatis and covariance matrix applications; Ideal point vs. vector models; evidence of segmentation.  Sorting and Napping will be analyzed by MDS, MFA, Generalized Procrustes Analysis and Principal Components Analysis. 

Using your own laptop, you'll work on projects that you can save for use when you return to your company.

Contact Kathy Chapman by email kwc3@cornell.edu to see if this workshop meets your learning needs.

REGISTRATION INFORMATION:
To register online, see below.

Registration is limited to insure that your individual requirements are met, so register early to avoid disappointment.

ABOUT HARRY T. LAWLESS
Harry Lawless is a professor in the Department of Food Science, Cornell University, and the co-author of  “Sensory Evaluation of Food, Principles and Practices,” a textbookfor use in teaching sensory science at the college level and over 200 published journal articles and book chapters.  He is also a popular lecturer where he is recognized for his ability to communicate concepts that is interesting and easily understood.

LOCATION AND ACCOMMODATIONS
This program will be held at Cornell University, Ithaca, NY. Ithaca is gorges, waterfalls and more! Visit Ithaca at http://visitithaca.com. A block of rooms at the Best Western University Inn will be held for our registrants at a discounted rate of $75 until June 3rd. The Inn is near Cornell University and includes complimentary continental breakfast, shuttle service to and from Cornell University, Tompkins County Airport, and downtown Ithaca. Participants must make their own hotel reservations. The cost of the hotel accommodation is not included in the course fee. Reservations can be made by phoning 607-272-6100 and request "Sensory Workshop."

*Limited to 25 participants. Inquire for discounts for academics, students, and government scientists. Cancellation penalties apply. Hotel and travel costs not included.

FOR INFORMATION CONTACT:
Kathryn W. Chapman
Department of Food Science
Cornell University
Ithaca, NY 14853-7201
Phone: 607-255-7923
Fax: 607-254-4868
Email: kwc3@cornell.edu

Fees include:
• Complete course notes
• Breakfasts, lunches, refreshments, and dinner
• Demonstration supplies
• Continuing education units (CEUs)