Abstract:

This paper discusses the measurement of perception and motivation, concentrating on two techniques used for this measurement task. Factor analysis has traditionally been used for the measurement of perception and motivation, while correspondence analysis has become increasingly popular in recent years. This paper contrasts the implications of using these techniques, using case studies to illustrate their strengths and weaknesses. In addition to the discussion on the measurement of perception and motivation, the paper addresses the problem of identification of submarkets within markets. The identification of these sub-markets and the analytical implications thereof are fully discussed, again using correspondence analysis and factor analysis to support the discussion.