| Author: | Candel, M. Maris, E. |
| Title: | Perceptual analysis of two-way two-mode frequency data: probability matrix decomposition and two alternatives |
| Journal: | International Journal of Research in Marketing
1997 : OCT, VOL. 14:4, p. 321-340 |
| Index terms: | RESEARCH DATA ANALYSIS MARKETING |
| Language: | eng |
| Abstract: | A perceptual mapping technique for the analysis of two-way two-mode frequency data is presented: probability matrix decomposition. The technique is compared, both theoretically and empirically, to two alternative techniques: latent class analysis by the binominal model and correspondence analysis. From a theoretical perspective the most salient difference is that probability matrix decomposition allows for testing several decision rules, each of which constitutes a different model of the psychological process assumed to give rise to the data. |
SCIMA