Using Additive Conjoint Measurement in Analysis of Social Network Data

摘要

A procedure for analyzing social network data is introduced. The procedure can analyze social network data which are (a) not binary but discrete or continuously valued, and (b) asymmetric. The procedure utilizes the additive conjoint measurement by regarding rows and columns of a social network data matrix as two different attributes, and the (j, k) element of the matrix as the degree of preference or worth made by combining level j of the attribute corresponding to rows and level k of the attribute corresponding to columns. An application to interpersonal attraction among university students is presented.