Comparison between brand consensus maps of light and heavy brand users

QAP_results_JUNE1

Results of QAP test comparing brand consensus maps of light versus heavy Nike users. The correlation between the two brand consensus maps equals to 0.71. The QAP test indicates that 99% of the time, the observed correlation was greater than the correlation obtained from simulated data (Monte Carlo Simulation with 10000 replications) (from Essay 1 of my dissertation).