Correspondence mapping

Mappings are a graphical presentation of correspondence analysis. Correspondence analysis – also called correspondence mapping, perceptual mapping or social space analysis, is a statistical method allowing analyzing and describing graphically big contingency tables.

In PGM module mappings can be selected for each of the levels in the pyramids. The tool will calculate and present a graph based on the brands that are selected with the green checkers. You can also select a variety of non-brand variables to be included in the analysis.



As we can see in the lover graph of correspondence analysis of Users of top 5 brands of toothpaste in Slovenian market, the Biodent (Lek) brands is mainly related to those, who prefer domestic market. Signals, Aquafresh in Oral B have approximately the same position on the market. The brand Vademecum in Dr.Best is mainly related with women and the ones who like to go shopping.