This recipe will guide you through the process of performing and visualizing the results of correspondence analysis. Correspondence analysis is a data reduction technique frequently used in brand image studies, but also in other types of research, because it allows us to neatly map brands on a map formed by brand attributes.
Extracting the structure beneath discrete variables
Getting ready
In this recipe, we'll use telco_image.csv, a dataset coming from a market research survey. Cell phone users were asked to rate the three biggest mobile network providers in their country on a list of attributes. For each attribute, they chose one brand they felt best fit that description. Before we begin, make sure you've saved...
