Interpreting Readership Data: A New Multivariate Approach through Visualization

Multivariate Analysis is a fresh wave of data analysis in informetrics in general and the readership data in particular, where most of the data arc continuous or/and categorical. The already published categorical data are by a less known but more useful french technique, popularly called Correspondence Analysis (CA). (The method can also combine continuous and categorical data for the analysis and also provide further results based on CA). The method utilizes PCA approach to reduce the dimensionally of the row-column data and offers several options to analyse the categorical data and provides visualization of the row and column points for easy interpretation.