HCBE Faculty Articles

Title

Compositional Perceptual Mapping Using Chi-Squared Trees Analysis and Correspondence Analysis

Document Type

Article

Date

1995

Publication Title

Journal of Marketing Management

ISSN or ISBN

0267-257X

Volume

11

Issue

6

First Page

571

Last Page

581

Description

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

10.1080/0267257X.1995.9964368

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