Correspondence AnalysisGraphical Representation of Categorical Data in Marketing Research英文电子书.pdf
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DONNA L. HOFFAAAN and GEORGE R. FRANKE*
Correspondence analysis is an exploratory data analysis technique for the graph-
ical display of contingency tables and multivariate categorical data . Its history can
be traced back at least 5 0 years under a variety of names, but it has received little
attention in the marketing literature. Correspondence analysis scales the rows and
columns of a rectangular data matrix in corresponding units so that each can be
displayed graphically in the same low-dimensional space. The authors present the
theory behind the method, illustrate its use and interpretation with an example rep-
resenting soft drink consumption, and discuss its relationship to other approaches
that jointly represent the rows and columns of a rectangular data matrix.
Correspondence Analysis: Graphical
Representation of Categorical Data in
Marketing Research
Marketing researchers often need to detect and inter- corresponding units, allowing all the variables to be
pret relationships among the variables in a rectangular plotted in the same space for ease of interpretation . This
data matrix . To fac
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