SPSS Statistics for Data Analysis and Visualization

Chapter 9 Perceptual Mapping with Correspondence Analysis, GPL, and OMS

This chapter is a bit different from the others in that while it introduces two new topics, Correspondence Analysis and Multiple Correspondence Analysis (MCA), it presents a case study that also incorporates techniques from Chapters 6 and 17. Note that both techniques require the Categories module. Graphics Production Language (GPL) and Output Management System (OMS) play a sufficiently important role in the solution that two new techniques will be discussed (but in somewhat less depth here than they would be in a chapter that was dedicated solely to them). Correspondence Analysis and MCA actually differ to a greater degree than their names would suggest. Brigitte LeRoux and Henry Rouanet wrote a well-received book, Multiple Correspondence Analysis (SAGE Publications, Inc., 2009), that treats MCA as a “method in its own right” and neither discusses nor assumes knowledge of Correspondence Analysis. Implied in their decision, certainly, and consistent with other chapters in this book, is that these two techniques could each be worthy of their own chapters, or even their own books. While the final result of these techniques, a perceptual map, is the focus of this chapter; we won’t explore the theory behind these techniques in detail.

The focus on the combined use of statistical analysis, powerful graphics, and OMS is done without apology because combining tools within SPSS Statistics is such an important theme ...