Three-Mode Multigroup and Four-Mode Multivariate Analysis for Semantic Differential Data: An Exploratory Positioning Analysis

Abstract

Semantic differential data (SD data) are three-mode data, consisting of “respondent,”“scale,” and “target.” If the target consists of a combination of superordinate concepts, the data are four-mode or greater. If the respondent is multigroup, then the data are three-mode multigroupdata. The purpose of the present study is to propose an exploratory positioning analysis method for analyzing semantic differential data as indicated above, based on Toyoda (2001a). This new method can be implemented easily by using structural equation modeling (SEM) programs such as LISREL and CALIS, because themean structure and covariance structure of this method can be expressed as submodels of structural equation modeling.