A basic study on discovering relationships of impression words among individuals using visualization method

The differences of understanding of words among individuals often lead to miscommunication or misimpression. These differences are dependent on individual subjectivity. This paper proposes a method that visualizes the relationships of impression words employed to evaluate the same objects in semantic differential method. The proposed method applies the principal component analysis and orthogonal procrustes analysis to the evaluation data. This paper employs the design templates of Microsoft PowerPoint® 2002 as the objects of the evaluation by SD method. It shows the proposed method can visualize the relationships of each subject´s impression words, and it can discuss the differences between individual subjectivity.