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Correspondence

1. Copy to Clipboard Export to Excel Print Social Grade ABC1 00 00 03 00 08 O0 35 00 04 00 03 O0 00 Social Grade C2DE 00 00 08 o0 06 O0 34 Of 04 OO 04 o0 00 Rows Top 20 i i 1 Couldn t Live Without The Internet 40 48 94 08 01 38 04 03400 O0 00 07 00 IAM Going To Be Able To UseA Ni 21 26 94 05 02 03 01 01 00 3230 02 O06 00 IWant To Get To The Very Top In M 18 22 95 01 00 11 03 05 01 0 9 01 0 2 00 Cannot Do Without Mobile Commu 16 70 99 0 0 00 oo 00 oo 00 04 00 0 2 00 Data Sort Sorted 4 Inf Desc For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 10 THE STATISTICS When trying to get a detailed understanding of a market you can look at the map but it is not always obvious from this which lifestyle statements are really important You can rely on the Statistics to identify the most important statements for a market The Correspondence map plots both the rows attributes and the columns brands showing the following relationships between Brands e g Mobile Phone Brands Attributes e g Lifestyle Statements Brands and Attributes We may say there is a statistical association between the brands or lifestyle statements or brands and lifestyle statements but we do not necessarily say that
2. cccccccsssecceeeseeeeeeseceeeeees 14 How to Use the Statistics to Fully Understand a Correspondence Graph ccsecccessseeeceeseeeeeeees 14 AN EXAMPLE SUMMARY OF THE STATISTICS csscsscsscsscsscsccsscsccsscsccsscssosscssossossesees 17 SUMMARY CONT Jomin a T S TEE 18 HOW DOT aioe sore E E E E esos 19 OLOSSAR Y assi E 20 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 3 INTRODUCTION Telmar s Correspondence program offers a pictorial representation of a Crosstab showing data plotted according to correlation It s a quick method of summarising a lot of data and is commonly used for showing brands by lifestyle Correspondence is used to understand a market understand users of a brand or to identify potential market gaps It also identifies the most discriminating or important lifestyle statements prior to running a cluster Main Features of Telmar Correspondence You can customise a label by clicking on an individual brand or lifestyle statement The font size and colour can be amended or labels can be removed The statistics are provided in a format to aid quick interpretation of a market You can select the top 20 lifestyle statements for each factor Free text in boxes can be added these can be used to show the name or descripti
3. Sort Ascending a Sort Descending Nokia 32 5 39 0 Apple Iphone 20 3 33 1 Blackberry 14 6 14 64 Hic G T 5 4 00 4 9 01 2 4 00 0 0 00 i O4 2 2 00 6 9 00 2 0 00 4 15 6 01 1 1 00 1 4 00 04 1 1 0 30 3 08 13 4 03 i Copy to Clipboard Export Print Having sorted Factor 1 you can look at the ABS figure this is a and these add up to 100 for the columns and also for the rows If you know your market it can be fun at this stage to guess which lifestyles are associated with the brands FACTOR 1 Sorted in descending order Description Based on Audiencefooo Inf Factor 1 ABS REL Apple Iphone 28 3 33 1 42 Blackberry 14 6 146 79 Hic BY 8 4 64 Age 15 24 00 00 70 Age 25 34 00 O00 78 Age 35 44 00 00 10 All Men 00 0 0 00 Couldn t Live Without The Internet On My Mobile Phone 40 4 94 IWant To Get To The Very Top In My Career Jo 24 G4 Cannot Do Without Mobile Communication 1 6 20 494 Love To Buy Hew Gadgets amp Appliances 1 5 1 6 942 PVWVould Like To Set Up My Own Business One Day 1 5 1 6 96 l Like To Go To Trendy Places To Eat And Drink 1 5 1 64 495 We can see from factor 1 that the lifestyle statements are based around people that rely a lot on their mobile phones They are trendy people who like to keep up with the latest technology They For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights r
4. For example Apple Iphone will appear at the top of the graph next to other statements that have a negative REL score For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 18 SUMMARY CONT Inf shows how much influence this statement has on the analysis i e I Cannot Do Without Mobile Shows the extent to which the Mobile Phone Communication has more influence than Read A Newspaper Most Days brands are described by each factor Top 5 of each Lifestyle statement Sorton Factor1 Factora FACTOR _ inf Fs REL ABS REL Touldnt Live Without The internet On My Mobile Phone 4 48 94 os o IWant To Get To The Very Top In My Career Y 1s 22 495 o1 00 2o 9 00 00 TWouid Like To Set Up My Own Business One Day 15 18 o0 0 a a a S If AM Going To Be Able To Use A New Technology Product Somebody Has To Show Me How To Use It Computers Confuse Me l Il Never Get Used To Them u ahala Oo EEOAE Buy Goods Produced in My Own Country Wheneveri an 11 13 9 os o o 03 Read A Newspaper Most Days 02 ABS is like nf but for individual factors For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORR
5. All Men Mm 13 All Women Wy Wy 14 Age 15 24 41524 15 Age 25 34 A234 16 Age 35 44 43544 17 Age 45 54 A4554 E If you want to understand how the passive items fit in with the columns put your passive data in after your rows input For example how do my demographic inputs fit in with mobile phone brands f you want to understand how the passive items fit in with the rows then put them in as columns For this example we have input the passive data in the columns as we want to see how the demographics fit in with the lifestyle statements Step 6 You are now ready to export to Correspondence Click on the small t in the top left corner select Send to and then click on Correspondence OGRA B ss For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 6 Step 7 The system will automatically default to Audience this takes the market size into account The Data Item can be changed by clicking on the arrow TBC File Export x SUrvey Data Item Sudiencel Ooo Step 8 The system will ask you to save the run as a TBC file Give the file a name avodoing using any spaces or the following characters Sarre As Save in Se pe uk_Idara on etelmar nethnassUsers 21 0 de o m Crbpdata ir jrbpdatanew Recent Ju
6. For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 9 Step 6 As an alternative to the tidy button click on the Points option The statements can be sorted in the Points window by deselecting Columns and Passive Items and leaving the Rows and Active Items ticked Deselect the 26 statement and hit TOGGLE SELECT The remaining statements will then be deselected Click on APPLY to get back to the graph Visible Title Type INF Factori Factor2 Factora Factor4 Factor5 Factors 0 ol On Selecting Hide Unhide on Graph DELETE 0 Toggle Active Passive 0 26 Often Notice The Advertisements On The l Active Row 0 80 222 82 IO000000000ARARAAR RARA RA RA A RA A eeoo8 PRINTING To print the statistics select Stats button Type in the number of rows you wish to print in the box in the bottom left corner and click on Apply To change the sorting criteria click on Data Sort choose inf or a factor a box will appear asking you to select Sort Ascending Descending
7. Manual now click on Go gt gt Step 3 The graph will show all of the columns and rows Telmar Correspondence Yes Mobile Phones Have Factor 1 78 9 Factor 2 7 1 Lg G Re pee EAN a Maney Take e Of Myself ad A bar er Spier OPM bennen ames Cheaper Before US AP ao MER ae SPSS eal Rarely Eat Thing PET MBsome Out To Get Drunk itting cape Bic lsainctSoooks pJ or TY Progs a A o port HAE AET E Hea eh ee er RA Remote A ntie T Pops als REED AY Nan etics RRCHETPE US Buy New Products Be y Mends Mo El Buy Product Fi E e E cathe Financial Pages gae Meineg E rene rom Sponsors Events ae Pire Like To Go To Trendy Places j pi iemens Beng Siemens Newspaper Sup TEN REN Eiio siro Te Are ram qeufieTaeTRpine i erson s Image MB isc Periodic Health Check Up Even When I m Feeling Fine af Bay Extra To P TSN YK reste ave panel Tastes E To Go For ine seer Rather Than Standard Goods Services Tend To Buy Products From Campani ngar Exhibitions Or Mille as hn end A Lat On geMSecigner Clothes Hay Consult Financial Adviser For Financial Matters E My Credit Card Mostly For Business Celebrities Influence M Purchase Decisions Active Columns Active Rows 4 Passive Columns Source GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK A zoom f Zoom RY Reset Insert Loga Fictue gt Step 4 Click on the Tidy button located at the bottom of the graph The Tidy option automatically defaults
8. Old Homely Technophobes B vear Designer Clothes Active Columns W Active Rows 4 Passive Columns Source GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK A zoom f Zoom B Reset Sciot A Tid Insert Lago Picture gt For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 17 AN EXAMPLE SUMMARY OF THE STATISTICS Percent Per Cum Factor 1 78 879 78 879 total of Factors 1 amp 2 Factor 2 7 101 Factor 3 4 286 90 266 Factor 4 2 102 92 368 Factor 5 1 673 94 041 Factor 6 1 421 95 463 85 98 of this market is explained by factors 1 and 2 The other factors only explain another 14 02 of the market These denote the side of the graph appears on the left on the analysis 32 3 i e and appears on the right Nokia can be explained more For example Nokia will appear I ee Nokia contributes 39 0 on the left side of the graph effectively using Lifestyle ree eee towards Factor 1 s results next to other statements that have a negative REL score Nokia has the most influence inf ABS REL These denote the side of the HTC contributes 6 7 towards Blackberry contributes 9 8 graph appears at the top the analysis towards Factor 2 s results and appears at the bottom
9. The amount of influence that a column or row has in shaping the map Also known as importance score or inertia A Absolute contribution The of the factor which is due to each statement These sum to 100 by adding downwards BS REL Relative contribution This set of statistics shows the extent to which each variation in each column or row is described by the individual factors The percentages can be added across and will sum to 100 if the 6 factors describe all the variation in a row column For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning
10. one causes the other This is where Factors come into play by explaining the association statistics and thus explaining the market The Factors Correspondence calculates the amount of variation in the market explained by each of the six factors If everyone were the same there would be no variability In general it is advisable to ensure that more than 70 of the variation explained is done by Factors 1 and 2 To understand the concept of a Factor it is best illustrated through a hypothetical example see below In this example we are looking at the bread market For the sake of simplification let us assume there are four brands of bread Brown expensive Brown cheap White expensive White cheap Which brand people buy will depend on many possible factors but let us suppose we are trying to explain peoples brand purchasing using the TGI lifestyle statements Two groups of statements are likely to be important Diet Health Finance Simplifying even further two key statements are likely to be Should Do a Lot More About My Health Spend Money More Carefully Than I Used To Whilst respondents answers to these two statements will not enable us to exactly predict which of our four hypothetical brands they buy they will probably enable us to come pretty close However each statement individually will be a far less powerful predictor than a combination of the two This is the concept of a factor in correspondence analysis
11. y axis is read from bottom to top You will first attempt to understand Factor 1 The Left hand side is represented on the statistics by and the right side by You need to identify the differences and also the attitudes in common between a set of columns e g brands and rows e g lifestyle statements Telmar Correspondence Yes Mobile Phones Have Factor 1 78 9 Factor 2 7 1 Buy Clothes For Comfort Not For Style k y e 35 44 H To Try New Drinks Like To Pay Cash For Everything Buy E Bc 45 54 Really Enjo sain Out To Get Drunk to ge 25 34 Mo tatingajskew Gadgets amp Appliances wou ceng 8a opboksen y j wie Often Try New Household Cleaning Products age 15 24 Computers Confuse Me I ll Never Get Used To Them Siicatel 4 55 64 Buy Goods Produced In My Own Country vhenever Can ial Grade ABC1 I s Important My Household Is Equi rena test Tate My Top In My Career otis Read amp Newspaper Most Days ockbe ple Iphone a Would Not Change The ji a Read H Work Is Career Not Just 4 Job agem Couldn t Live Without The Internet On My Mobile Phone eal Of Pleasure From My Garden Like To Stand Out In A Crowd If AM Going To Be Able To Use A New Technology Product Somebody Has To Show Me How To Use It BUY New Products Before Most Of My Friends Like To Go To Trendy Places To Eat And Drink Qaomensiiend Siemens Have A Periodic Health Check Up Even When I m Feeling Fine
12. CORRESPONDENCE User Manual Page 1 CORRESPONDENCE User Manual 2015 For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 2 IN PROD UW CLIO cessaria E E E E E E E E 3 Main Features of Telmar Correspondence ccccccsssecccceseccceescceceesececceeceeseusecessuecessueceeseuseeetegneses 3 CROSSTAB TNT INPUT crini E EEE S 4 CORRESPONDENCE ANAVESIS crrr or a aaae r oa 7 PRINTING veopcecccseauhol eea E E E i 9 THE STATISTICS ecrin E ETE E EE E E EEE EE 10 TREF OCIO S oeer a E ee 10 What SA Factor Telling YOUT spcprreceie E ite octavuttendoatenessndencecdsakivecesence 11 The Amount of Variation Explained cccccccssseccccseccecesececeesececseeececseeseeecsuneceseenccesseecesseaesetsenes 11 PAC ED e a E T E E T E nevecaca wencoeesepcareneetans 12 Understanding the StaliStiCS tamer eee ern Cn ee ee ee eer 12 Ze MINI I INC ea cesieuccsreeeresortesioeesaeivascoeesonaete E vase eat Sesion siege EE EE 12 OP ONECO arona ste teeter een ne re ee Pe tre erent ar eer E ee nn eee 13 REL relative COME DUEION scssicstactacccnntcsaaluetasdesuicivetastnanneneusnsbanbaimncsitesmelevaosacnsesstadtacbbddeapahodashanbassewaeinateass 14 WHY DO YOU NEED TO USE THE STATISTICS wicsisacesssncevtsesosaussnsvuennstaciacdascnvanteensedenesssesss 14 For Selecting Lifestyle Statements Prior to Running Cluster AnallySis
13. ESPONDENCE User Manual Page 19 HOW DO I Step 1 Go to Crosstab using short titles input the Table Base Step 2 Input your columns usually brands Make sure the brands are from one product category Step 3 Input your rows using Lifestyle Statements For Correspondence Step 4 Click on the small t in the top left corner click on send to then correspondence Step 5 Choose Audience as your Data Item At the Data Content page click on OK For further assistance call the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved Create a correspondence map showing the Top 20 lifestyle statements for the record shops market You now have a correspondence map showing you the Top 20 Statements For more help on interpretation please refer to manual Step 8 Now select the top 20 statements by clicking on Tidy on the button panel Step 7 Select GO Your graph will appear on the screen Step 6 The program will run the analysis and display the Statistics screen For guidance on Statistics interpretation please see manual telmar the FUTURE of Media Planning CORRESPONDENCE User Manual Page 20 GLOSSARY Explanation the graph statements and thus explaining the market Factor One explains the market most We recommend that Factor One amp Factor Two together explains at least 70 of the map INF
14. It is a combination of the explanatory variables which better explains the data than any individual variable For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 11 What Is A Factor Telling You Telmar s correspondence analysis software determines six such factors all of which are some combination of the explanatory variables or rows A factor may tell you that some brands have an older profile and some a younger profile It may show healthy vs junk food attitudes It may show you up and down market rich versus poor etc Factor one is one way of looking at the market and explains the market the most If you then look at Factor two it is a different way of looking at the market You can then use the absolute and relative contributions to help you describe the market The system calculates the amount of variation in the market explained by each of the six factors If everyone were the same there would be no variability In general it is advisable to ensure that more than 70 of the variation explained is done so by Factors one and two With some markets it is difficult to explain that much For the lager market lager is probably more affected by what your local pub serves rather than your attitude to various lifestyle statements so you may have to make do with 50 It is not reco
15. Spend 4 Lot On Clothes Designer Clothes Like To Keep Up Yvith The Latest Fashions Active Columns E Active Rows 4 Passive Columns Source GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK Looking at the map you will see that the following statements are in a similar position on the left side of the graph as they are both the same distance from the middle For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 15 get a great deal of pleasure from my garden buy clothes for comfort not style It is only if you look at the statistics that you will see that for Factor 1 I get a great deal of pleasure from my garden has an ABS score of 1 5 compared with 1 0 for I buy clothes for comfort not style This ABS score is essential if a chart seems to be showing two different things as the ABS score helps you identify the relative importance of the lifestyle statements on each factor To sort the statistics by inf or a factor right hand click on the appropriate heading ABS or REL and the option to Sort ascending descending will appear make a choice and the statistics will be automatically sorted Alternatively use the Data Sort button and then click on APPLY Cardoar 7 Description ABS REL ABS REL ABS REL Facicr 7 ABS Factor 1
16. call the Helpdesk on 020 7467 2575 tel ma i Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 4 CROSSTAB TNT INPUT For this example we are going to produce a correspondence map to identify the most influential statements to use in a Cluster analysis We are going to use the most influential statements as our cluster input We have chosen to segment the mobile phone market as we want to launch a new mobile phone brand aimed at young trendy and fashion conscious people Step 1 Launch TNT 5 0 and select a survey e g TAM13 GB TGI Q3 2013 Once the coding screen has launched enter a Table e g All Adults for this example we used All Mobile Phone Users Step 2 Select Use Short Titles located in the bottom left corner below the codebook The Chart will look much tidier if you tick this option Lifestyle Topics Of Interest Newspapers Financial Services Life Assurance Reset gio Use short gias EF dd to Tables Colurnins Rows Search L Step 3 Enter Columns Columns will normally be brands from one product group or a selection of publications or TV programmes As a general rule columns should be homogenous e g avoid mix of brands from different product groups In this example we have chosen mobile phone brands exclude Other or Unknown Step 4 Enter Rows We generally advise us
17. dience 00d ABS REL ABS REL Columns Hokia 32 3 39 0 95 16 5 04 Apple Iphone 20 3 33 1 92 13 0 03 Blackberry 14 6 146 79 9 6 05 Hic BF 5 4 64 17 1 18 Motorola 4 0 3 6 74 0 0 00 Siemens Beng Siemens 2 0 1 5 472 3 5 04 Sony 26 0 0 00 19 7 54 samsung 2 5 aes 16 8 47 Alcatel 2 2 1 0 37 O 3 01 LG 2 0 0 9 36 2 0 07 Sagem 2 0 O 4 15 1 2 04 Age 15 24 0 0 0 0 FO 0 0 00 Age 25 34 0 0 O 0 78 0 0 03 Age 35 44 0 0 0 0 10 0 0 26 Age 45 54 0 0 O 0 37 O 0 11 Age 55 64 0 0 O 0 81 0 0 00 Age 65 0 0 0 0 81 00 11 All Men 0 0 0 0 00 0 0 00 All Women 0 0 00 13 0 0 00 Social Grade ABC1 0 0 0 0 03 0 0 06 Social Grade C2DE 0 0 0 0 05 0 0 06 tiom tobe Abe to ose 2 hen no Pod Some nour ria t Fs em IWant To Get To The Very Top In My Career 1 6 22 44 0 1 00 0 0 00 I Cannot Do Without Mobile Communication 1 6 2 0 949 This section describes the extent to which each lifestyle statement contributes to the creation of each factor For factor 1 the most important statements are couldn t live without the internet on my mobile phone want to get to the very top in my career I cannot do without mobile communication Description Factor ABS REL Columns Apple Iphone 20 3 33 1 92 Blackberry 146 14 6 79 Hic BF 84 64 Age 15 24 00 O0 70 Age 25 34 O00 O0 78 Age 35 44 00 o0 10 All Men 00 00 00 Rows Top 20 Couldn t Live Without The Internet On My Mobile Phone 40 46 94 IWant To G
18. eserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 16 appear to be career driven and from the passive items we can see that they may also be younger males We have identified a market Now repeat the same process for Factor 2 Having analysed both factors 1 and 2 you can now label the axes on the chart using free text Telmar Correspondence Yes Mobile Phones Have Factor 1 78 9 Factor 2 7 1 Young Fashion Conscious Trendy Technophiles Like To Try New Drinks Really Enjoy Going Out To Get Drunk Like To Pay Cash For Everything Buy Frc Like Taking Risks a 25 34 Computers Confuse Me I ll Never Get Used To Them atel 3 pes Love To Buy New Gadgets amp Appliances Cannot Do Without Mobile Communication g me __ Would Like To Set Up My Own Business One Day Buy Goods Produced In My Own Country Whenever Can A ial Grade ags Important My Household Is Equipped With Latest Technology Read 4 Newspaper Most Days Bokia acro tppie Iphone IWant To Get To The Yery Top In My Career Get 4 Good Deal Of Pleasure From My Garden agem Couldn t Live Without The Internet On My Mobile Phone If AM Going To Be Able To Use A New Technology Product Somebody Has To Show Me How To Use tt Buy New Products Before Most Of My Friends gy E Like To Go To Trendy Places To Eat And Drink mensan Siemens 65 Spend 4 Lot On Clothes Like To Keep Up ith The Latest Fashions r
19. et To The Very Top In My Career 1 6 224 95 Cannot Do Without Mobile Communication 1 6 20 99 For further assistance call the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning CORRESPONDENCE User Manual Page 14 The sum of all inf for all rows and columns equals 100 so they can be regarded as showing the of the factor which is due to each statement You can use these to identify the comparative value REL relative contribution This set of statistics shows the extent to which variation in each column or row is described by the individual factors Sometimes a brand or publication has a low REL score which means it is not well explained on that factor by the rows lifestyle statements in this example WHY DO YOU NEED TO USE THE STATISTICS For Selecting Lifestyle Statements Prior to Running Cluster Analysis If you wish to run a cluster analysis you can choose the most discriminating rows usually lifestyle statements by using the correspondence program to sort the data in order of importance inf Then you can choose the statements you want from the list normally the top 20 to 30 How to Use the Statistics to Fully Understand a Correspondence Graph When you first look at a graph you need to identify what the factors are You do this by looking at the statistics As mentioned earlier factor 1 the x axis is read from left to right and factor 2 the
20. ing Lifestyle Statements for Correspondence This will aid your understanding of a market by illustrating your brands by lifestyle You can use alternative row inputs Litestyle statements Al Disagree By Category Lifestyle Statements For Cluster i gunanana l Cannot Resist Buying Magazines ai Would Not Change The Newspaper I Read Read The Financial Pages Of My Newspaper a My Newspapers Politics Don t Concern Me of H Step 5 You can also choose to enter PASSIVE columns or rows e g Media or Demographics The passive data is overlaid on to the chart to illustrate how other demographics or a media fit into the picture For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 5 The items will be PASSIVE which means that they do not affect the graph but can be seen In the example below we have chosen to add Demographics as PASSIVE items Any PASSIVE data should be entered into the columns rows after the main inputs have already been entered e g after mobile phone brands 1 Table 1 Columns 344 Rows 2I Columns Title Code 1 Alcatel 2175666 2 Apple Iphone 62905184 3 Blackberry 62905165 4 Htc M102973 Basal G 312461253 6 Motorola DPBROMOT 7 Nokia DPBROAOK amp Sagem DPBROSAG 9 Samsung DPBROSAM 10 Stemens Beng Siemens DPBROSIE 11 Sony DPBROSNE 1
21. ly 2012 test replicate mp bug labs 3 54R 5H TEST E Mediacom Test Te New Folder CTD rbpdatanew Desktop New Folder 2 3 TD_tempnew New Folder 3 temp New Folder 4 C tempnew New Folder Test July Testing July 2012 old user a PHD ea 111 7BC i FHD TEST 21 6 13 E 222 TBC _ E a file name 17 08 13 tbe My Network ddd TEC y File name mobilephone Save as type The files thc Cancel A For further assistance call the Helpdesk on 020 7467 2575 teimar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 7 CORRESPONDENCE ANAYLSIS Step 1 You will be directed to the Correspondence application The columns and rows that you entered in Crosstab will be displayed Active Passive Items Active fi 1 Passive fi j Apple Iphone Blackberry Htc LG Motorola Nokia Sagem Samsung Siemens Beng Siemense Sony Active 344 Passive jo No Passive Rows Often Enter Competitions In Newspaper Supplements Read Daily Papers For Ent Rel On Newspapers To Cannot Resist Buying Ma I Would Mot Change The Read The Financial Page My Newspapers Politics D Look At Free Papers Deliv All Men 10 All Women 11 Age 15 24 12 mm M d Rarely Notice The Ads In F Believe Local Mot Nation Look For Bargain In Local NEXT gt Cancel In TNT if you entered Passive column
22. mmended to go below this The Amount of Variation Explained The system calculates the amount of variation in the market explained by each of the six factors In the example below the percentages are Correspondence Results o Axis Factor Y Asis Factor Factor 1 Factor 2 GO gt Oooo OOOO Peret Perum O 75 579 T 10 4 286 90 266 2102 92 368 1 673 94 041 1 421 95 463 mm B This tells us that Factor 1 on its own explains 78 879 of the total variation in the data Factor 2 explains an additional 7 101 This means that the first two factors explain 85 98 in total and the following four factors add very little In the analysis above you can be confident of using just two factors If the total for two factors is less than 70 it indicates that the market cannot be explained by only two factors and the statistics for the other factors should also be considered For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 12 The Graph The system can plot the data Typically one would not try and incorporate all Brands and Lifestyle statements on one graph it would be too cluttered Only the key lifestyle statements are usually shown The graph uses the factors as its axes Therefore it plots the Brands Lifestyle statements against factors one and two the most imp
23. on for a factor e g CAREFUL at one extreme and CAREFREE at the other Data can be moved with or without a line indicating where it came from Charts can be saved in metafile format for use in PowerPoint rPle Iphone S Dm 10 x 885 REL AB ee Telmar Correspondence Yes Mobile Phones Have Factor 1 78 9 Factor 2 7 1 Alcatel ple phone P Really Enjoy Going Out To Get Drunk plackber 0 123 11 we t 4 15 44 w 4345 sf Yagoda atel B vc To Buy New Gadgets amp Appliances 04 13 13 9 1 Nokia panna E Pano Robie Communicction og ee Grose 23 sagem Omputers Confuse Me I l Never Geroago 2404 N 5 Samsun a ena Siener It s Important My Holisehold Is Eavippee itt Leatestteehnateeril 31 2435 2 9 09 giene 0 1 o0 Sory Buy Goods Produced In Mib an CounittloMtenever Can Blecher Appie Iphonel Wyant To Get To The Yery Top In My Career 18 Met 4 Good Dea Gegtensure Hrom My Garden 9 3 99 on wv on 0 Couldnt Live Without The Ingarnet On My Mobile Phone 21 0 20 2g a If AM Going To Be Able To Use 4 New Technology Produgt Somebody Has To Show Me How Faayddeny Products Efore Most Of My Friends G2 0 Like To Go To Tre laces To Eat And Drink or _ oo iemenssBend Siemens esc Active Columns Active Rows Source GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK Reset Bubble Radius f Bubble Radius Scroll Insert Logo Picture gt For further assistance
24. ortant factors Factor one is a line through the data with the most variation As explained previously factor one is shown on the graph as the x axis from left to right and factor two is shown as the y axis from bottom to top Y Axis Factor 2 X Axis Factor 1 Understanding the Statistics Before we can interpret the graph we need to understand some of the statistics that are printed in association with it To view the statistics select Stats INF explained The INF is the influence for the lifestyle statements It tells you the amount of influence that a column or row has on the shape of the graph Items with either a high weight or high distinctiveness will have the most influence it is also known as inertia or an importance score It quantifies how important each statement is to the overall analysis The higher the number the more important the statement is When plotting the graph it is common to only plot those statements with the highest inf scores e g the top 20 to avoid the map being too cluttered For further assistance call the Helpdesk on 020 7467 2575 tel mar Copyright 2015 By Telmar Group Inc All rights reserved the FUTURE of Media Planning CORRESPONDENCE User Manual Page 13 In the statistics for the mobile phone brand market below the most influential statement is I couldn t live without the internet on my mobile phone lnf 4 0 Description CST ator t Based on Au
25. s or rows e g media or demographics highlight the first one from your selection in the column or row lists In this example we have highlighted All Men in the columns list just below the mobile phone brands Once you have highlighted the first Passive item all items below it will be calculated as Passive Click on the NEXT button Step 2 The program will run the analysis and then display the Correspondence Results screen These results indicate how well your Correspondence has worked e g what percentage proportion of the differences across brands is explained Telmar Correspondence 1 1 1 6 X mobilephone TEC File Edit Options Graph Format Global Format Help Correspondence Results Y Asis Factor Factor Z Asis Factor Factor 1 k G gt gt Pereme Per Cur For further assistance call the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning CORRESPONDENCE User Manual Page 8 As a general rule we aim to explain at least 70 from Factors 1 and 2 However for some markets you will get a lower percentage figure For example if you re looking at Lager Beer by Lifestyle Statements you may get a very low percentage figure because Lifestyle Statements are not a good explanation of the Lager Beer market The graph can now be plotted using any combination of the six factors Information about Factors will be explained later in the
26. to the top 15 visible rows sorted by INF To change the default click on the Global Format drop down menu and select Tidy Options Type the number of visible rows in the box to overwrite the default File Edit Options GraphFormat Global Format Help Telmar Correspondence Yes Mobile Phones Have Factor 1 78 9 Factor 2 7 1 y ye 35 44 Really Enjoy Going Out To Get Drunk Be 45 54 o to sted Ae 25 34 W Love To Buy New Gadgets amp Appliances Icatel Cannot Do YV ithout Mobile Communication E Computers Confuse Me I ll Never Get Used To Them BB Would Like To Set Up My Own Business One Day 55 64 Age 15 24 A id Grade ABC t s Important My Household Is Equipped Ath Latest Technology E WB Want To Get To The Very Top In My Career a Goods Produced In Rown Country Whenever Can ackbe ple Iphone Get A Good Deal Of Pleasure From My Garden C agom Couldn t Live Without The Internet On My Mobile Phone If LAM Going To Be Able To Use A New Technology Product Somebody Has To Show Me How To Use tt ee ProductS Care MOSE GT My ees p Like To Go To Trendy Places To Eat And Drink p e e Siemens A 65 Like To Keep Up th The Latest Fashions I Wear Designer Clothes Active Columns m Active Rows 4 Passive Columns Source GB TGI 2013 Q3 April 2012 March 2013 c Kantar Media UK a Zoom Reset Bubble Radius Bubble Radius Scroll Insert Logo Picture gt

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