Abstract
Studying the Image and Positioning of Retail Shops with Association Data. Studying the brand image and positioning is nowadays an essential task of almost every commercial or services firm. Image and Positioning studies are usually carried out with the help of Principal Components Factorial Analysis. Metric profile data are necessary to apply this technique, which imply a hard job for the participants who have to evaluate many stimuli in different attributes. Faced with this data collection caveat, researchers commonly choose to reduce the number of entities and attributes although this option is not very recommended when the market is new or very dynamic. The objective of this paper is to offer a different procedure of data collection that minimize this type of problems. Specifically, the possibilities of the Correspondence Analysis (ANACOR) to study both the image and the positioning of retailers whenever association data are available will be shown. Association data reduce time and improve quality in data collection, and allow to do perceptual maps that show how attributes and stimuli are positioned.
