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An Extension of Multiple Correspondence Analysis for Identifying Heterogeneous Subgroups of Respondents

Published online by Cambridge University Press:  01 January 2025

Heungsun Hwang ,
William R. Dillon  and
Yoshio Takane
Heungsun Hwang*
Affiliation:
HEC Montréal
William R. Dillon
Affiliation:
Southern Methodist University
Yoshio Takane
Affiliation:
McGill University
*
Requests for reprints should be sent to Heungsun Hwang, Department of Marketing, HEC Montréal, 3000 Chemin de la Côte Ste Catherine, Montréal, QC, H3T-2A7, Canada. E-mail: [email protected]
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Abstract

An extension of multiple correspondence analysis is proposed that takes into account cluster-level heterogeneity in respondents’ preferences/choices. The method involves combining multiple correspondence analysis and k-means in a unified framework. The former is used for uncovering a low-dimensional space of multivariate categorical variables while the latter is used for identifying relatively homogeneous clusters of respondents. The proposed method offers an integrated graphical display that provides information on cluster-based structures inherent in multivariate categorical data as well as the interdependencies among the data. An empirical application is presented which demonstrates the usefulness of the proposed method and how it compares to several extant approaches.

Keywords

multiple correspondence analysisk-meanscluster-level respondent heterogeneityalternating least squares
Type
Original Paper
Information
Psychometrika , Volume 71 , Issue 1 , March 2006 , pp. 161 - 171
Copyright
Copyright © 2006 The Psychometric Society

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Footnotes

The work reported in this paper was supported by Grant 290439 and Grant A6394 from the Natural Sciences and Engineering Research Council of Canada to the first and third authors, respectively. We wish to thank Ulf Böckenholt, Paul Green, and Marc Tomiuk for their insightful comments on an earlier version of this paper. We also wish to thank Byunghwa Yang for generously providing us with his data.

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