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When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in the Blue Ridge National Heritage Area of North Carolina. CA reveals possible associations between trip planning time, time spent, and other collected nominal data. We discuss the strengths and weaknesses of this research technique and possible future uses for the marketing researcher.



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