HCBE Faculty Articles
Compositional Perceptual Mapping Using Chi-Squared Trees Analysis and Correspondence Analysis
ORCID
Michael T. Bendixen0000-0003-0010-3854
Document Type
Article
Publication Title
Journal of Marketing Management
ISSN
0267-257X
Publication Date
1995
Abstract/Excerpt
The construction of compositional perceptual maps is an important aspect of the management of brands. The use of correspondence analysis to construct such maps is not new, nor is the subsequent use of conventional hierarchical and non‐hierarchical cluster analysis to segment the brands. However, the application of chi‐squared trees analysis can be used to cluster both brands and attributes using the same principle of decomposing the χ2 statistic of the matrix of frequency of responses as in correspondence analysis. Used in conjunction, these two techniques allow the construction of an enriched compositional perceptual map.
DOI
https://doi.org/10.1080/0267257X.1995.9964368
Volume
11
Issue
6
First Page
571
Last Page
581
NSUWorks Citation
Bendixen, Michael T., "Compositional Perceptual Mapping Using Chi-Squared Trees Analysis and Correspondence Analysis" (1995). HCBE Faculty Articles. 700.
https://nsuworks.nova.edu/hcbe_facarticles/700
