Multiple Correspondence Analysis of Multiple Choice Experiment Data

The authors discuss the relationship between discrete choice conjoint experiments and multiple correspondence analysis and problems related to weighting variables for several correspondence analysis, particularly as they pertain to the interpretation of the solutions.

Abstract

The authors discuss the relationship between discrete choice conjoint experiments and multiple correspondence analysis. Conjoint choice experiments are viewed as incomplete contingency tables and prepared for multiple correspondence analysis together with other individual differences measures of strategic interest. The authors also discuss problems related to weighting variables for multiple correspondence analysis, particularly as they pertain to the interpretation of the solutions. The use of multiple correspondence analysis of conjoint choice problems is illustrated in an application to vacation destination travel choices by a convenience sample of consumers.