An Application of PARAFAC to a Small Sample Problem, Demonstrating Preprocessing, Orthogonality Constraints, and Split-Half Diagnostic Techniques (Appendix)

In this appendix, we present in detail· the procedure involved in a single application of PARAFAC three-way factor analysis to real data. The data are from a pilot marketing study and consist of the ratings of 25 stimuli (names of automobiles and celebrities) made by each of 34 raters, using a set of 39 bipolar ratihg scales. The objective of the analysis is to determine the connota­tive and semantic dimensions describing the celebrities and auto­mobiles in order to decide which celebrity should be chosen as spokesman for a given automobile.