ANALYTICS
Q. What is correspondence analysis?
A. Correspondence analysis is a diagrammatic means of expressing the relationships between survey variables such as brands and attributes
Q. When would you use it?
A. To visually present brand image data, especially to non-researchers
Q. What are the advantages?
A. Easily to assimilate data and understand relationships, no complicated equations
Q. Any disadvantages?
A. Maps give only a 2-dimensional representation of the data and should really be read in conjunction with the more detailed statistical analysis that goes into their construction
