The Marketing Book 5th Edition

2

1.5

1

0.5

0

–0.5

–1

–1.5

–2

–2.5

–3

–2 –1.5 –1 –0.5 0.5 1 1.5 2 2.5

All,

cashier,

Senior clerk investment officer

Counsellor

Dimension 1

Dimension 2

MIDDLE

GRADES

LOWER GRADES

MANAGERIAL GRADES

Manager

Enquiries clerk,

receptionist

Business

development

manager

Other

Some

Quantitative methods in marketing 205

(described by rows or columns) in a lower
dimensional space. It facilitates both within-
and between-set squared distance comparisons
(Carroll et al., 1986), and the results can be
represented graphically and used as such in
marketing investigations.
Figure 9.3 shows the different stages of
correspondence analysis. The results of a cross-
tabulation are used as raw data in a corre-
spondence analysis. The specific mathematics
involved in correspondence analysis can be
found in Greenacre (1984).
Figure 9.4 presents the output of a study
that maps out how bank branch personnel in
various roles see themselves (internal percep-
tions) and what are their colleagues’ (external)
perceptions with regard to the 27 selling bank
branch functions identified (Meidan and Lim,
1993). The figure represents the output of a
study where respondents were asked who
they felt were mainly responsible for the

selling function of ‘Identifying customers’

needs’ in a bank. The responses of various

function holders are indicated by the triangu-

lar signs on the map (e.g. counsellor, manager,

business development officer, etc.). The res-

pondents themselves were grouped into three

categories indicated by the circles (e.g. lower

grades (cashier, statements clerk), middle

grades (counsellors, officers), managerial

grades (branch managers, etc.)).

The interpretation of data output is fairly

straightforward, although not all dimensions

could be labelled. The closer two points are on

the map, the closer the relationship. For

example:

1 Lower grades tend to believe that the

enquiries clerk and receptionist are mainly

responsible for identifying customer needs.

2 Middle grades, however, are more inclined to

see this as mainly the counsellor’s

Figure 9.4 External perceptions of the different grade levels on the issue of identifying customer needs
Source: Meidan and Lim (1993).