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. These weights
were multiplied by the stimulus coordinate location for Magic Bullet on both dimensions,
which were -.3858 & 1.1261. Therefore, (.6155*-.3858)
= -.3027 was the male
segment space for Magic Bullet on dimension 1 and (.5146*1.1261)
= .8078 was the
male segment space for Magic Bullet on dimension 2. This procedure was repeated for
all stimuli for males. Next, the female segment was figured in the same manner.
However, the female weights for dimensions 1 and 2 were .7347
and .4871
. The
following table on the next page was found for each of the segments.
Males Dimension
1
Dimension
2
Females Dimension
1
Dimension
2
Magic Bullet -.3027 .8078 Magic Bullet -.3307 .7859
Heart
Surgery
-.5035 .7235 Heart
Surgery
-.5501 .7039
Diet/Exercis
e
-.3067 .6544 Diet/Exercis
e
-.3351 .6366
Heart
Center
-.7954 -1.3365 Heart Center -.8691 -1.3003
Fairview .8149 -.5594 Fairview .8903 -.5442
Parma
Comm.
-.9156 -.2448 Parma
Comm.
-1.0003 -.2382
SW General 1.4118 .3972 SW General 1.5424 .3864
MetroHealth .5972 -.4422 MetroHealth .6525 -.4302
Next, the male and female maps were plotted and are shown on the next two
pages. Each of the two maps is interpreted in the same way as the CMDS maps.
The two maps appear to be quite comparable, but not exactly the same. How
comparable are the two maps? To determine their comparability, one can correlate the
interpoint distances in one map with the interpoint distances in the other maps. That is,
we would calculate the distance between each of the possible pairs of points in one map
and then correlate that with the corresponding distance on the other map.
We first calculate the Euclidean distance separating all points on a map. There
are 28 pairs of the 8 items, so there are 28 interpoint distances on each map.
Magic Bullet
Heart Surgery
Diet and Exercise
Heart Center
Fairview
Parma Community
SW General
Metrohealth
WMDS Hospitals by Ads (Males)
Magic Bullet
Heart Surgery
Heart Center
Parma Community
Diet and Exercise
SW General
Fairview
Metrohealth
WMDS Hospitals by Ads (Females)
For example, pair 1 was Magic Bullet and Heart Surgery. As shown in the
previous table, the subtracted distance between Magic Bullet (-.3027) and Heart Surgery
(-.5035) was .2008 for dimension 1. The subtracted distance for the same items (.8078
and .7235) was .0843 for dimension 2. The Euclidean formula was then used to
determine the straight line distance between the pairs. According to the example, this
would be ((.2008)
2
+ (.0843)
2
)