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This paper presents a discussion of principal component analysis by alternating least squares optimal scaling (PRINCIPALS) and its application to measure development.
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© 2015 Academy of Marketing Science
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Lessne, G.J. (2015). On Improving Measure Quality by Alternating Least Squares Optimal Scaling. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_114
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DOI: https://doi.org/10.1007/978-3-319-11101-8_114
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11101-8
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