CORRESPONDENCE

Telmar’s Correspondence program offers a pictorial representation of a Crosstab, showing data 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. It also identifies the most "discriminating" or "important" lifestyle statements prior to a cluster.

Telmar Correspondence provides:

• Charts for presentation of markets (with demographics, or the media plan overlaid)
  
  
• A full set of statistics to aid quick interpretation of a market. These statistics can be used for choosing lifestyle statements, prior to running cluster analysis
  
  
• The ability to move data on a chart, with or without a line, indicating where each variable came from
  
  
• Charts can be saved in metafile format (for use in PowerPoint)

So how do the charts look? The following analysis of record shops gives an example of what you can do: