Paper #430

Títol:

A note on the dual scaling of dominance data and its relationship to correspondence analysis

Autors:

Michael Greenacre i Anna Torres

Data:

Desembre 1999

Resum:

Dual scaling of a subjects-by-objects table of dominance data (preferences, paired comparisons and successive categories data) has been contrasted with correspondence analysis, as if the two techniques were somehow different. In this note we show that dual scaling of dominance data is equivalent to the correspondence analysis of a table which is doubled with respect to subjects. We also show that the results of both methods can be recovered from a principal components analysis of the undoubled dominance table which is centred with respect to subject means.

Paraules clau:

Correspondence analysis, dominance data, dual scaling, paired comparisons, preferences, principal component analysis, ratings

Codis JEL:

C19, C88

Àrea de Recerca:

Estadística, Econometria i Mètodes Quantitatius

Publicat a:

International Journal for Research in Marketing, 19, pp. 401-05, 2002

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