A comparison between correspondence analysis and categorical conjoint measurement

We show the equivalence of using correspondence analysis of concatenated tables and a particular algorithm of conjoint analysis named categorical conjoint measurement. The connection is made using canonical correlation. However, although we have proved that equivalence, the standard practice of conjoint analyses to focus in one dimension (the optimal solution) has some shortcomings once we introduce interaction effects. In that case, the use of visual techniques, like correspondence analysis, provides a faster and easier way to compile the preference structure. Finally, we provide an application of our setting making use of an experiment of perfumes where interaction effects between type of essences and strength of essences are shown

Correspondence analysis and categorical conjoint measurement

We show the equivalence between the use of correspondence analysis (CA) of concadenated tables and the application of a particular version of conjoint analysis called categorical conjoint measurement (CCM). The connection is established using canonical correlation (CC). The second part introduces the interaction e¤ects in all three variants of the analysis and shows how to pass between the results of each analysis.Correspondence analysis, conjoint analysis, canonical correlation, categorical data

A COMPARISON BETWEEN CORRESPONDENCE ANALYSIS AND CATEGORICAL CONJOINT MEASUREMENT

We show the equivalence of using correspondence analysis of concatenated tables and a particular algorithm of conjoint analysis named categorical conjoint measurement. The connection is made using canonical correlation. However, although we have proved that equivalence, the standard practice of conjoint analyses to focus in one dimension (the optimal solution) has some shortcomings once we introduce interaction effects. In that case, the use of visual techniques, like correspondence analysis, provides a faster and easier way to compile the preference structure. Finally, we provide an application of our setting making use of an experiment of perfumes where interaction effects between type of essences and strength of essences are shown.

A note on the dual scaling of dominance data and its relationship to correspondence analysis

Dual scaling of a subjects-by-objects table of dominance data (preferences, paired comparisons and successive categories data) has been contrasted with correspondence analysis, as if the two techniques were somehow different. In this note we show that dual scaling of dominance data is equivalent to the correspondence analysis of a table which is doubled with respect to subjects. We also show that the results of both methods can be recovered from a principal components analysis of the undoubled dominance table which is centred with respect to subject means.Correspondence analysis, dominance data, dual scaling, paired comparisons, preferences, principal component analysis, ratings

Assessing Brand Image through Communalitites and Asymmetries Brand-to-Attribute and Attribute-to-Brand Associations.

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes.

Measuring asymmetries in brand associations using correspondence analysis

Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated with evoked brands, and brand-attribute associations where brands are associated with the attributes. An application to a sample of deodorants is used to illustrate the proposed methodology.Brand dominance, attribute dominance, measure of assymetries, correspondence analysis

Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes

Changes in the Importance of Bank Attributes Provoked by a Financial Crisis: A Dynamic Analysis of the Uruguayan Case

How the customers react during and before an economic and financial crisis is an important yet scantily researched issue (Zurawicki and Braidot, 2005; Lado et al, 2006). We evaluate the variations in the perceived importance of the bank quality attributes as determinated by a severe shock in the situational context. The particular episode considered here is the collapse of the financial system in Uruguay in June 2002. It was a short but profound crisis; the Uruguayan banking system became insolvent with banking holidays resulting in a significant financial system confidence crisis. The specific goals of this research are two-fold (1) to explore how a shock in the external context can affect the weight perceptions of different service quality attributes, and (2) to measure the persistence of this changes over the time. Data for this study were generated utilising a two-stage, two-period approach and analysed by mixed methodology. The results of the Correspondence analysis of square asymmetric matrices performed suggest that the financial crisis provokes changes in the relative importance of the main attributes.Marketing, consumer behavior, perceived service quality, attribute importance

Are Americans' musical preferences more omnivores today?

Although we found a general trend favouring the omnivorousness thesis, as soon as we adjusted it to a set of structural factors and consumers’ tastes it was clear that this was caused by elitist inclusive omnivores who had increased the scope of their tastes. In general, younger cohorts were becoming less omnivorous, nevertheless, they were also becoming more educated and had greater to higher levels of inc ome, making the youth more omnivorous. As expected, upscale consumers set limits on their popular taste: musical genres, whose audiences had educational levels below the mean profile were less preferred by upscale respondents. In spite of this, as time passed, some popular brows gained social status.Symbolic consumer research, musical tastes, omnivorousness, correspondence analysis of matched matrices