Correspondence
analysis is a data analysis technique that enables you
to study surveyor demographic data by characterizing
the associations between the levels of two or more categorical
variables.
You can use correspondence analysis to produce graphical
representations of the information in a table of frequency
counts. It is a powerful exploratory technique, in particular
for situations where the categorical variables have
many levels.
Questions
you can answer with Correspondence Analysis include:
- Who
are my customers?
- Who
else should be my customers?
- Who
are my competitors' customers?
- How
are my products positioned relative to my competitors'
products?
- How
can I reposition my existing products?
- What
new products should I create?
- Who
should I target with my new message?
