Scaling Method AndPreferred Skin Color Experiment

Scaling method

Paired Comparison Categorical Ratings Free Clustering Similarity Judgment

Paired Comparison

(a) Teacher gives you an A(b) Friends ask you to sit with them

(a) Teacher gives you an A(c) Be the first to finish your work

(b) Friends ask you to sit with them(c) Be the first to finish your work

Circular Triads

How to deal with this situation (a) > (b) (b) > (c) (c) > (a)

Categorical Ratings

Onions ：Good : _ : _ : _ : _ : _ : Bad

Balanced Incomplete Block

a b d

b c e

c d f

d e g

e f a

f g b

g a c

YoudenSquare

Free Clustering

K-means Iterative Clustering Hierarchical Divisive

Dividing by largest distance

a b c d

Similarity Judgment

Multidimensional Methods Factor Analysis Mapping Individual Preference Multidimensional Scaling Individual Difference Scaling

Factor Analysis

How many factors should extracted ？

FactorsFactors

AccountableVariable

<= Stop Here

Mapping Individual Preference

Multidimensional Vector Model

Chocolatecake

ChocolateIce cream

Poundcake

VanillaIce cream

12

3

4

Mapping Individual Preference

Ideal Point Projection

Chocolatecake

ChocolateIce cream

Poundcake

VanillaIce cream

Ideal Point

Multidimensional Scaling

Similarity between words beginning with the letter a.

Shorter Word Length

Longer Word Length

Middle Ascenders

army

aiming

areasaged

and

aasat

admitsalmost

Individual Difference Scaling

Judge coordinates showing use of dessert dimensionsDimension 1 (Cake vs. Ice Cream)

0.25 0.50 0.75 1.00 1.25 1.50

0.25

0.50

0.75

1.00

1.25 86

53,7

1

24

Dimension 2 (Chocolate vs. Vanilla)

Preferred Skin Color Experiment

Test Image Asian Caucasian Black

Test Pattern Set 1 Set 2

Test Image

Asian Caucasian Black

Test Pattern – Set 1

To choose the favorite hue, saturation and value respectively

Hue variation -4° ～ +4° → 9 images

Saturation variation -4% ～ +4% → 9 images

Value variation -4% ～ +4% → 9 images

Test Pattern – Set 1 (H variation)

Test Pattern – Set 1 (S variation)

Test Pattern – Set 1 (V variation)

Test Pattern – Set 1

Paired Comparison times

Categorical Ratings 3x3x9=81 times

32433 92 C

Test Pattern – Set 2

To choose the favorite combination of Hue, Saturation and Value

H S V

0 X X X

1 -1° -1% -1%

2 -1° -1% +1%

3 -1° +1% -1%

4 -1° +1% +1%

5 +1° -1% -1%

6 +1° -1% +1%

7 +1° +1% -1%

8 +1° +1% +1%

Test Pattern – Set 2

Test Pattern – Set 2

Paired Comparison times

Categorical Ratings 3x9=27 times

1083 92 C