Perceptual Maps With Correspondence Analysis

In a recent blog entry, we wrote about a compositional approach to perceptual mapping known as discriminant analysis.  Correspondence Analysis is another method used to create a perceptual map that involves a set of objects and attributes (ex. distinctive product or service attributes by demographic group) from a contingency table that are plotted on a shared perceptual map.

Cross Tabulation By Brand & Age

Age Category

Brand A

Brand B

Brand C

Brand D

Total

Young Adults (18-34) 30 30 30 30 120
Middle Age (34-50) 50 20 20 10 100
Mature (51-67) 20 40 10 40 110
Senior (68+) 40 10 50 40 140
Total 140 100 110 120 370

Looking at the table above, we see that brand sales vary among brands and age groups.  However, identifying meaningful patterns requires standardizing the data so that meaningful comparisons can be made.

In the young adults category, the table shows that an equal amount (30 units) of each brand was purchased.  But is this what we would expect on average?  How could determine if this group actually prefers one brand over another?  In order to determine if this age group prefers one brand over another, we must compute the expected value of sales in proportion to overall product sales across all groups.

Age Category

Brand A

Brand B

Brand C

Brand D

Total

Young Adults (18-34)

35.74

25.53

28.09

30.64

120

Middle Age (34-50)

29.79

21.28

23.40

25.53

100

Mature (51-67)

32.77

23.40

25.74

28.09

110

Senior (68+)

41.70

29.79

32.77

35.74

140

Total

0.30

0.21

0.23

0.26

470

Once the above expected values are calculated, the differences across all age groups and brands must be standardized using the chi square statistic and then these associations must be converted into a perceptual map.  Once the model fit and dimensionality has been established, the researcher is faced with two tasks: interpreting the dimensions and assessing the degree of association.

The following perceptual map was created using correspondence analysis.

Perceptual Map Created With Correspondence Analysis

Perceptual Map Created With Correspondence Analysis

2 thoughts on “Perceptual Maps With Correspondence Analysis

  1. Pingback: THE MARKETING ANALYSTS (dallasmarketing) 's status on Monday, 27-Jul-09 21:07:42 UTC - Identi.ca

  2. What are the advantages of hybrid perceptual mapping techniques in comparison to traditional techniques like multiple correspondence analysis and discriminant analysis.

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