MULTIMODE FACTOR ANALYSIS OF INTERPERSONAL PERCEPTIONS
ILLINOIS UIV AT URBANA GROUP EFFECTIVENESS RESEARCH LAB
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Data resulting from the interpersonal perceptions of 88 students who were heterogeneous with respect to race and sex were subjected to a variety of analyses, including Tuckers three-mode factor analysis procedure. Ss responded on Semantic and Behavioral Differential scales to complex person stimuli designated in terms of race, sex, and other characteristics which formed a factorial design. The data were reduced to a two-way classification of scales- by-stimuli, using Ss mean group responses, and conventional factor analyses of scales were performed. Analyses of variance were carried out to determine the relative weights of the stimulus factors in determining the responses of the various groups of Ss on the scale factors. Finally, the three modes of the data classified in terms of scales-by-stimuli-by-subjects were subjected to Tuckers three-mode factor analysis. After obtaining principal axis factors for the three modes, the scale and subject mode factors were rotated by Varimax and the stimulus mode factors were transformed by means of discriminant function analysis. Counter-rotations of the three modes yielded a core matrix linking the scale factors to the stimulus factors. Although not all of the subject types were clearly interpretable in the present study, this type of analysis, with some modifications, would appear to have great potential value in treating complex interpersonal perception data.