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- Title
Alternating Least Squares Optimal Scaling: Analysis of Nonmetric Data in Marketing Research.
- Authors
Perreault, Jr., William D.; Young, Forrest W.
- Abstract
The authors discuss and illustrate the advantages and limitations of a family of new approaches to the analysis of metric and nonmetric data in marketing research. The general method, which is based on alternating least squares optimal scaling procedures, extends the analytical flexibility of the general linear model procedures (ANOVA, regression, canonical correlation, discriminant analysis, etc.) to situations in which the data (1) are measured at any mixture of the nominal, ordinal, or interval levels and (2) are derived from either a discrete or continuous distribution. The relationship of these procedures to traditional linear models and to other nonmetric approaches (such as multidimensional scaling and conjoint analysis) is reviewed.
- Subjects
LEAST squares; SCALING (Social sciences); MATHEMATICAL models of industrial management; QUANTITATIVE research; MULTIDIMENSIONAL scaling; MARKETING research; DATA analysis; DISTRIBUTION (Probability theory); DISCRIMINANT analysis; CONJOINT analysis; MATHEMATICAL statistics; SOCIAL psychology
- Publication
Journal of Marketing Research (JMR), 1980, Vol 17, Issue 1, p1
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151111