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
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.
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