Telmar's Correspondence program offers
a pictorial representation of TNTCrosstab data, showing
items plotted according to correlation. Correspondence analysis
is a method of identifying the factors that differentiate
between people in a market. The program is used to understand
a market, understand users of a brand, or to identify potential
market gaps.
Telmar Correspondence:
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Charts for presentation of markets (with
demographics, or the media plan overlaid)
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Provides a full set of statistics to
aid quick interpretation of a market
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Sorting mechanism for choosing lifestyle
statements, prior to running cluster analysis
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Offers a "Tidy" button to delete any
unwanted data in one easy action
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Ability to move data on a chart, with
or without a line, indicating where it came from
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Exports and save charts in metafile format
(for use in PowerPoint)
The following analysis of
the Department Store market gives an example of what correspondence
mapping can do:
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