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This book presents a set of closely-related techniques that facilitate the visual exploration and display of a wide variety of multivariate data, both categorical and continuous. Three methods of metric scaling - correspondence analysis, principal components analysis and multiple dimensional preference scaling - are explored in detail for their strengths and weaknesses over a wide range of data types and research situations. The book focuses upon representing the relations among two or more sets of variables, and upon applications that are exploratory in nature rather than predictive.

The message of this concise volume is that data collection in the field can be carried out in a structured, systematic and scientific way. This volume compels field researchers to take very seriously not only what they hear, but what they ask. Ethnographers have often discovered too late that the value of their interview information is discounted as a consequence of poor sampling (of both questions and informants) and poor elicitation techniques. Firstly the authors focus on the importance of establishing the right questions to ask through the use of free listing techniques, then they...