Correspondence Analysis
Telmar’s Correspondence program offers a pictorial representation of TNT Crosstab 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:
Charts for presentation of markets (with demographics, or the media plan overlaid)
Provides a full set of statistics to aid quick interpretation of a market
Sorting mechanism for choosing lifestyle statements, prior to running cluster analysis
Offers a “Tidy” button to delete any unwanted data in one easy action
Ability to move data on a chart, with or without a line, indicating where it came from
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:
