A confirmatory positioning analysis: A multivariate analysis for finding change of image and evaluation of cognitive map.

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  • Toyoda Hideki
    Department of Psychology, School of Literature, Waseda University

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  • 確認的ポジショニング分析　　印象変化の発見と認知マップの評価のための多変量解析法
  • カクニンテキ ポジショニング ブンセキ インショウ ヘンカ ノ ハッケン ト ニンチ マップ ノ ヒョウカ ノ タメ ノ タヘンリョウ カイセキホウ
  • A multivariate analysis for finding change of image and evaluation of cognitive map
  • 印象変化の発見と認知マップの評価のための多変量解析法

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A confirmatory approach to the positioning method (Toyoda, 2001) that can be used for analyzing three-mode multivariate data measured by the semantic differential (SD) method is considered. Two examples of the confirmatory method are given to demonstrate the applicability of the model. The first is a method to test the difference of image, between an experimental group and a control group. The second is a method to evaluate cognitive maps that are drawn subjectively. The conventional standard methods are not capable of solving these problems.

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