Classification analysis by joint treatment of strict and open variables. The case of those who answered the survey "EHUdenda" in Basque

Abstract

The object of this work is to show an advanced application in multivariate exploratory statistics. On one side, factor analysis and cluster analysis are applied in a complementary way; on the other side, in a framework of multiple tables of different kinds of variables, we jointly analyze tables of closed and open-ended (text) questions by means of a conjoint treatment of both types of variables. The applied work is placed in the area of market research and it is performed on part of an bilingual on-line survey.