November 2011
Intermediate to advanced
408 pages
14h 13m
English
Content preview from Experimental Design
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13.3. Analysis of Semantic Differentials, Similarity Ratings, and Multiple Scales 331
13.3 Analysis of Semantic Differentials,
Similarity Ratings, and Multiple Scales
In this section, we present two types of analysis that are designed to find un-
derlying structure in a large set of ratings. The first is factor analysis (first men-
tioned in Chapter 5), and it requires a dataset where each item is rated along
multiple scales (as is done in semantic differentials and intelligence tests). The
goal is to find out whether there are covariations that can be used to summa-
rize many of the scales with one or more common factors. The scores that
specific stimuli ...