Measures of Relationship for Binary Data
Abstract:
Binary ("yes/no") data arise frequently in marketing research, especially in the form of multiple-response questions. Resolution of important or interesting marketing issues often requires going beyond basic tabulations of marginal response frequencies - to exploration of relationships among respondent's answers to the various questions or response alternatives. This paper describes various statistics that can be used to quantify the degree of "similarity" or "relationship" among binary items. The statistics differ with respect to how the underlying concept of "similarity" is defined, and some of them can be used as a basis for cluster analyses of the items.
