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• 00:00

[MUSIC PLAYING][An Introduction to Correspondence Analysisin Market Research]

• 00:14

BROOKE REAVEY: My name's Brooke Reavey.I'm an Assistant Professor of Marketingat Dominican University.[Assistant Professor of Marketing,Dominican University]It's just outside of Chicago.My research interests are pretty bold.I look at consumer behavior and also nonprofit research.And I've been doing mixed method research for quite some timenow.I'll be talking about correspondence analysis.

• 00:35

BROOKE REAVEY [continued]: [How did you become interested in using this method?]So the big trend in marketing, and particularlyin marketing research at this point, is to visualize data.And so correspondence analysis allowsyou to look at categorical or nominal datain a visual manner.I was interested in conducting some in-depth interviewsand trying to understand what the underlyingrelationships were going on.

• 01:03

BROOKE REAVEY [continued]: Correspondence analysis allows you to do that easily.[What kind of research questions would this method be suitablefor?]More exploratory questions.And so if you don't really understand what's going onand what the driving motivations are,it's very good to use with both content analysisand with any kind of frequency tablethat requires nominal data.

• 01:30

BROOKE REAVEY [continued]: [How will correspondence analysis be usedin the future?]I think that correspondence analysisis something that's going to be picking upover the next few years, because we have so much data that'savailable.I can imagine that there's going to bea trend more with social media research,because we can start looking at different types of sentimentthat the consumers are stating about brands.

• 01:54

BROOKE REAVEY [continued]: Even though it's not used as frequentlyas some other types of data visualization techniques,I believe that in the next few years that we'll see an uptick.[What kinds of data can be collected & analyzed using thismethod?]Typically, it's nominal data.

• 02:16

BROOKE REAVEY [continued]: You can use content analysis firstwith any type of interview or any kind of open end.You can use it for social media research.You can use it for, you know, justtrying to understand how different types of categoriesare working together.Anything that you can put together in a frequency tableand that requires counts can be used with this data.[When have you used this method & what did you learnin the process?]I have a paper published.

• 02:45

BROOKE REAVEY [continued]: It's called "The Exploratory Study of Stalled Relationshipsin Art Museum Members."And the reason why what we did was wewanted to understand why people whopurchased a membership after one year,why they were dropping off after maintaining that relationship.And so classically, the literaturestated that it was probably because they weren't satisfiedor that the museum wasn't meeting all their motivationsor hadn't met their expectations.

• 03:13

BROOKE REAVEY [continued]: But what we found when we were initially doing our interviewsis that it was a very different case.And so the interviewers actually mentioned to uson multiple occasions that they felt like theywere getting broken up with.And so while they were talking to these respondents,they kept saying, you know, the museum was great, but we just--there was just something going on with my life,and I just couldn't go, and I couldn'tmaintain that relationship.

• 03:36

BROOKE REAVEY [continued]: I couldn't maintain the membership.And also from a marketing perspective,it's interesting to get an understanding and ideaof the fact that the membership doesn't reallyaltogether cost that much.It costs maybe $50 or$60 for the lowest level.And so understanding that people are probablyspending that multiple times a month when they go out to eat,it was really interesting for us from a theoretical perspectiveto understand why they couldn't spendthat on the actual membership.

• 04:04

BROOKE REAVEY [continued]: What we did was we coded the data, and thenwe looked at the underlying relationships thatwere occurring because of that?[What tools & resources are helpful for a studentor researcher looking to do something similar?]So Michael Greenacre is the guy thathas all of the big books out there, that is quotedthe most often with citations.

• 04:27

BROOKE REAVEY [continued]: So if you really want to understandthe actual mathematical perspective behind it,I would definitely recommend lookingat Michael Greenacre's book.But if you are looking just to get an understanding ofhow these nominal data--how it relates and how it can be plotted on a perceptual map,there are resources that are available in R.And then there's also resources that are available for freewith a website called Displayr.

• 04:54

BROOKE REAVEY [continued]: And they're both very easy to use.You just have to copy and paste your frequency tableinto the model, and it runs itself.[Further Reading][MUSIC PLAYING]

### Video Info

Publisher: SAGE Publications Ltd.

Publication Year: 2020

Video Type:Tutorial

### Segment Info

Segment Num.: 1

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## Abstract

Brooke Reavey, PhD, Assistant Professor of Marketing at Dominican University, discusses her mixed-method approach to correspondence analysis in market research.