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A comparison between correspondence analysis and categorical conjoint measurement

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  • Torres Lacomba, Anna

Abstract

We show the equivalence of using correspondence analysis of concatenated tables and a particular algorithm of conjoint analysis named categorical conjoint measurement. The connection is made using canonical correlation. However, although we have proved that equivalence, the standard practice of conjoint analyses to focus in one dimension (the optimal solution) has some shortcomings once we introduce interaction effects. In that case, the use of visual techniques, like correspondence analysis, provides a faster and easier way to compile the preference structure. Finally, we provide an application of our setting making use of an experiment of perfumes where interaction effects between type of essences and strength of essences are shown.

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  • Torres Lacomba, Anna, 2003. "A comparison between correspondence analysis and categorical conjoint measurement," DEE - Working Papers. Business Economics. WB wb037117, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    • Handle: RePEc:cte:wbrepe:wb037117
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    References listed on IDEAS

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    1. Michael Greenacre, 2008. "Correspondence analysis of raw data," Economics Working Papers 1112, Department of Economics and Business, Universitat Pompeu Fabra, revised Jul 2009.
    2. Anna Torres, 2001. "Correspondence analysis and categorical conjoint measurement," Economics Working Papers 569, Department of Economics and Business, Universitat Pompeu Fabra.
    3. Carl Eckart & Gale Young, 1936. "The approximation of one matrix by another of lower rank," Psychometrika, Springer;The Psychometric Society, vol. 1(3), pages 211-218, September.
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