An Application of PARAFAC to a Small Sample Problem, Demonstrating Preprocessing, Orthogonality Constraints, and Split-Half Diagnostic Techniques (Appendix)

Research Methods for Multimode Data Analysis p 602-642, 1984

41 Pages Posted: 29 May 2016

Date Written: 1984

Abstract

In this appendix, we present in detail· the procedure involved in a single application of PARAFAC three-way factor analysis to real data. The data are from a pilot marketing study and consist of the ratings of 25 stimuli (names of automobiles and celebrities) made by each of 34 raters, using a set of 39 bipolar ratihg scales. The objective of the analysis is to determine the connota­tive and semantic dimensions describing the celebrities and auto­mobiles in order to decide which celebrity should be chosen as spokesman for a given automobile.

Suggested Citation

DeSarbo, Wayne S., An Application of PARAFAC to a Small Sample Problem, Demonstrating Preprocessing, Orthogonality Constraints, and Split-Half Diagnostic Techniques (Appendix) (1984). Research Methods for Multimode Data Analysis p 602-642, 1984, Available at SSRN: https://ssrn.com/abstract=2783446

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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