Paper #430

Título:

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

Autores:

Michael Greenacre y Anna Torres

Data:

Diciembre 1999

Resumen:

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.

Palabras clave:

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

Códigos JEL:

C19, C88

Área de investigación:

Estadística, Econometría y Métodos Cuantitativos

Publicado en:

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

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