Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes. When the user of a map is principally concerned with only one brand, correspondence analysis should be rotated to better represent the data as it relates to that brand. An example is presented using brand personality.
AakerJ. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356.
2.
AsimovD. (1985). The grand tour: A tool for viewing multidimensional data. SIAM Journal on Scientific and Statistical Computing, 6, 128–143.
3.
BasfordK. E.TukeyJ. W. (1998). Graphical analysis of multiresponse data. Boca Raton, FL: Chapman & Hall/CRC Interdisciplinary Statistics.
4.
BernaardsC. A.JennrichR. I. (2005). Gradient projection algorithms and software for arbitrary rotation criteria in factor analysis. Educational and Psychological Measurement, 65, 676–696.
5.
BertinJ. (1967). Sémiologie Graphique. Les diagrammes, les réseaux, les cartes [Semiology of graphics: diagrams, networks, maps] (translation 1983 by BergW. J.). Paris, France: Gauthier-Villars.
6.
BockT. (2011). Improving the display of correspondence analysis using moon plots. International Journal of Market Research, 53, 307–326.
7.
ChernoffH. (1973). The use of faces to represent points in K-dimensional space graphically. Journal of the American Statistical Association, 68, 361–368.
8.
GreenacreM. (2016). Correspondence analysis in practice (3rd ed.). Boca Raton, FL: Chapman & Hall/CRC Interdisciplinary Statistics.
