HOMALS ‒ wielowymiarowa analiza korespondencji jako metoda konstrukcji skali pomiarowej w badaniach marketingowych
HOMALS – multiple correspondence analysisas the method for measurement scale construction in marketing research

Summary/Abstract: The objective of the article is to present the results of applied multiple correspondence analysis procedure (MCA) (known as the analysis of homogeneity − HOMALS) in the context of development of a synthetic scale, representing the latent variable that was based on the consumers’ personal hedonic values. This procedure was also applied in the analysis in order to find the optimal quantification of particular categories of the qualitative observed variables. All the results obtained have been interpreted in the context of empirical possibilities of scaling consumers’ personal values.

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