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- Title
The Effect of Order of Presentation of Similarity Judgments on Multidimensional Scaling Results: An Empirical Examination.
- Authors
Jain, Arun K.; Pinson, Christian
- Abstract
Order of presentation of objects might influence the similarity judgments provided by respondents. If so, the results obtained by MDS techniques are likely to be biased. To examine this possibility, several hypotheses were developed, an experiment was designed, and data were analyzed by use of multivariate analysis of variance. No significant differences due to the order effect were found in similarity judgments.
- Subjects
MULTIDIMENSIONAL scaling; SIMILARITY judgment; SCALING (Social sciences); PSYCHOMETRICS; ANALYSIS of variance; JUDGMENT (Psychology); MULTIVARIATE analysis; DECISION making; RESPONDENTS; MARKETING
- Publication
Journal of Marketing Research (JMR), 1976, Vol 13, Issue 4, p435
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151037