Multiclus: A New Method for Simultaneously Performing Multidimensional Scaling and Cluster Analysis
- 1 March 1991
- journal article
- Published by Cambridge University Press (CUP) in Psychometrika
- Vol. 56 (1) , 121-136
- https://doi.org/10.1007/bf02294590
Abstract
This paper develops a maximum likelihood based method for simultaneously performing multidimensional scaling and cluster analysis on two-way dominance or profile data. This MULTICLUS procedure utilizes mixtures of multivariate conditional normal distributions to estimate a joint space of stimulus coordinates and K vectors, one for each cluster or group, in a T-dimensional space. The conditional mixture, maximum likelihood method is introduced together with an E-M algorithm for parameter estimation. A Monte Carlo analysis is presented to investigate the performance of the algorithm as a number of data, parameter, and error factors are experimentally manipulated. Finally, a consumer psychology application is discussed involving consumer expertise/experience with microcomputers.Keywords
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