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9781138876323

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...provides an accessible and practical discussion of dual scaling that should be useful to people in many fields. -Chance This is a useful book for both academic and industry marketing researchers. It contains extensions of correspondence analysis in clear and simple exposition that cannot be found elsewhere. -Journal of Marketing Research The book is lucidly written, and provides an excellent text for a one-semester course on dual scaling at an advanced undergraduate or graduate level. Indeed, a copy of the book arrived when I was teaching dual scaling in my scaling course last year, and I could not help but immediately borrow several examples of applications from this book. -Applied Psychological Measurement The persistent reader will be rewarded with insights into data analysis. Infact, (s)he will benefit from the book, even having only a vague understanding of the mathematical details of the technique. The main reason for this is Nishisato's taking the time to explain the problems and the solutions in sufficient detail. -Canadian Journal of Marketing Research ...contains many examples and data sets and these are discussed at length. For teaching purposes this would be useful. -Psychometrika The author has assembled a great deal of information on the application of dual scaling to categorical data. This book should be valuable to anyone dealing with survey questionnaire data, particularly multiple-choice survey data. -Journal of Classification

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Shizuhiko Nishisato

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