caa a22 4500 469067268 CHVBK 20180323132912.0 cr unu---uuuuu 170328e19920701xx s 000 0 eng 10.1007/BF00994134 doi (NATIONALLICENCE)springer-10.1007/BF00994134 Interpreting multiple correspondence analysis as a multidimensional scaling method [Elektronische Daten] [Donna Hoffman, Jan De Leeuw] We formulate multiple correspondence analysis (MCA) as a nonlinear multivariate analysis method that integrates ideas from multidimensional scaling. MCA is introduced as a graphical technique that minimizes distances between connecting points in a graph plot. We use this geometrical approach to show how questions posed of categorical marketing research data may be answered with MCA in terms of closeness. We introduce two new displays, the star plot and line plot, which help illustrate the primary geometric features of MCA and enhance interpretation. Our approach, which extends Gifi (1981, 1990), emphasizes easy-to-interpret and managerially relevant MCA maps. Kluwer Academic Publishers, 1992 Graphical Representation of Categorical Data nationallicence Homogeneity nationallicence Nonlinear Multivariate Analysis nationallicence Hoffman Donna School of Management, University of Texas at Dallas, JO 5.1, 75083-0688, Richardson, TX aut De Leeuw Jan Department of Mathematics, UCLA, 7228 MSB, 90024-1555, Los Angeles, CA aut Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 259-272 0923-0645 3:3<259 1992 3 11002 https://doi.org/10.1007/BF00994134 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994134 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Hoffman Donna School of Management, University of Texas at Dallas, JO 5.1, 75083-0688, Richardson, TX aut NATIONALLICENCE 700 1- De Leeuw Jan Department of Mathematics, UCLA, 7228 MSB, 90024-1555, Los Angeles, CA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 259-272 0923-0645 3:3<259 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer