Scheffé-type paired comparison models for examining correlations between individual preferences for alternatives

Norikazu Iwama, Hideki Toyoda

Research output: Contribution to journalArticle

Abstract

It is difficult to estimate and examine correlations between individual preferences for alternatives using the present Scheffé-type paired comparison models. In this paper, we propose two models that address individual preferences for alternatives. One is a simple model that makes it possible to estimate correlations between individual preferences. The other is an improved model that makes it possible to extract independent components from those correlations. Paired comparison data were collected in a survey about preferences for several new product names. Analysis of this data shows that the proposed models enabled the estimation not only of average preferences for alternatives, but also correlations between individual preferences and loading matrices for independent components. The effectiveness of the proposed methods was confirmed by the interpretations of those estimates.

Original languageEnglish
Pages (from-to)442-449
Number of pages8
JournalShinrigaku Kenkyu
Volume82
Issue number5
DOIs
Publication statusPublished - 2011 Dec 1

Keywords

  • Independent components
  • Paired comparison
  • Preference correlations
  • Structural equation modeling
  • Third-order moments

ASJC Scopus subject areas

  • Psychology(all)

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