Chakrapani and Ehrenberg [1981] analyzed people's attitudes towards a variety of breakfast cereals. The data matrix cereal is 8 ? 11, with rows corresponding to eight cereals, and columns corresponding to potential attributes about cereals. The original data consisted of the percentage of subjects who thought the given cereal possessed the given attribute. The present matrix has been doubly centered, so that the row means and columns means are all zero. (The original data can be found in the S-Plus [TIBCO Software Inc., 2009] data set cereal.attitude.)
cerealA double matrix with 8 observations on the following 11 variables.
A cereal one would come back to
Tastes good
Popular with the entire family
Cereal is fulfilling
Cereal lacks flavor additives
Cereal is priced well for the content
Quantity for Price
Stays crispy in milk
Keeps one fit
Fun for children
T. K. Chakrapani and A. S. C. Ehrenberg. An alternative to factor analysis in marketing research part 2: Between group analysis. Professional Marketing Research Society Journal, 1:32-38, 1981.