Mapping the marketspace: evaluating industry Web sites using correspondence analysis

Abstract

The growth of presence in the marketspace of the Web has been exponential, both in general and within specific industries. While the academic literature on the phenomena is still in its infancy, there exists a pressing need to establish methodologies to evaluate and map Web sites in and between industries. With the exception of a few notable papers little or no theoretical, descriptive, or normative research has been conducted into Web site evaluation. This article goes a little way towards addressing this lacuna. Specifically, Web sites are evaluated and mapped using correspondence analysis. The technique of correspondence analysis and the interpretation of the maps produced are described in detail using an example of wine retailers on the Web. The implications for management are discussed.