CHAID Analysis

CHAID (Chi-square Automatic Interaction Detector) is used to simplify the process of recognizing significant relationships across product users and demographics when working with large surveys. This distinguishing method facilitates immediate and accurate analysis of an extensive set of demographic categories against a desired target, CHAID:

Identifies those characteristics that are key to explaining the variation in responses to a question. Produces a tree diagram showing the order and magnitude of effect. Could be used for example, to identify which characteristics are key to determining whether physicians are high or low prescribers of a new product. Has visual impact. Results can be exported to a Bitmap file for easy insertion into presentations.

Simultaneously examines all of the demographics selected, their interrelationships and their predictive power of the target. This approach goes beyond a simple cross tabulation sorted by index. Telmar’s CHAID analysis provides a user-friendly graphical representation of the statistical data.