Correspondence Analysis In Minutes

The method, in full

The practical guide behind this tool: when it applies, how to read the output, and the traps that make it say the wrong thing.

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What's in the report?

Standard-library analysis: how do two categorical variables map together? Map two categorical columns — brands against attributes, segments against behaviours, products against complaint reasons — and get the classical correspondence analysis: the contingency table's total inertia with a chi-square test of independence, the dimension table showing how much of the association each dimension explains, row and column coordinates on the first two dimensions, the symmetric biplot with both sets of categories on one map, and per-category contribution and quality-of-representation (cos-squared) tables so you know which points are actually well enough represented to interpret. The report states, in your own column names, the rule almost every reader breaks: in a symmetric biplot the distance from a row point to a column point is not a measure of association.