Multiclus: A New Method for Simultaneously Performing Multidimensional Scaling and Cluster Analysis

This paper develops a maximum likelihood based method for simultaneously performing multidimensional scaling and cluster analysis on two-way dominance or profile data. This MULTICLUS procedure utilizes mixtures of multivariate conditional normal distributions to estimate a joint space of stimulus coordinates and K vectors, one for each cluster or group, in a T -dimensional space. The conditional mixture, maximum likelihood method is introduced together with an E-M algorithm for parameter estimation. A Monte Carlo analysis is presented to investigate the performance of the algorithm as a number of data, parameter, and error factors are experimentally manipulated. Finally, a consumer psychology application is discussed involving consumer expertise/experience with microcomputers.