A note on the dual scaling of dominance data and its relationship to correspondence analysis

Greenacre, Michael; Torres, Anna

A note on the dual scaling of dominance data and its relationship to correspondence analysis

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Citation

International Journal for Research in Marketing, 19, pp. 401-05, 2002

Abstract

Dual scaling of a subjects-by-objects table of dominance data (preferences, paired comparisons and successive categories data) has been contrasted with correspondence analysis, as if the two techniques were somehow different. In this note we show that dual scaling of dominance data is equivalent to the correspondence analysis of a table which is doubled with respect to subjects. We also show that the results of both methods can be recovered from a principal components analysis of the undoubled dominance table which is centred with respect to subject means.