Ipsos Encyclopedia - Correspondence Mapping

A correspondence map is the common outcome of a Correspondence Analysis, where the proximity of variables is a measure of association.

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Definition

​A correspondence map is the common outcome of a Correspondence Analysis, where the proximity of variables is a measure of association. Correspondence mapping is ideal for providing insights from contingency tables, summarizing the relation between what is in the columns and the rows. The Ipsos product BiPlot is a good example of correspondence mapping when we want to see the correlation between (image, functional) aspects and brands or products.

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