MAPPING CATEGORICAL DATA IN MARKETING RESEARCH: CORRESPONDENCE ANALYSIS AND A SAMPLE APPLICATION

Authors : Serkan AKINCI, Eda ATILGAN

Pages : 1-17

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Publication Date : 2005-05-01

Article Type : Research Paper

Abstract :The objective of this article is to determine the usage of correspondence analysis in the marketing literature and its applicability in marketing research by an empirical example. The authors reviewed major marketing journals to identify the usage frequency and major field of study of the corresporidence analysis and tried to reflect its position in the marketing literature. The authors also present the theory behind the method and illustrate its usage with an empirical example representing the positioning of major beer brands in Turkey, By a sample application, it offers suggestions to the marketing researchers in Turkey to use this technique which offers the ease in data gathering and analyzing.
Keywords : Correspondence analysis, marketing research, statistical methods