Abstract

This chapter concentrates on how INDSCAL can be applied for mapping the significant concepts used in the AI-related news and how the media in each country weigh different dimensions in this map. The qualitative data analysis Miner module from the same software uses qualitative codes, instead of automatically generated topics, for obtaining the proximity matrices as in the case of original concept mapping. Despite these varieties in obtaining the topic proximity data, the multidimensional scaling (MDS) method explained in the remainder of the chapter is standard. To sum up, it is appropriate and useful to use MDS in the quantitative analysis of qualitative data unless it is used together with hermeneutical reading and understanding through an abductive process. MDS started with the simple model of Young and Householder, then subsequently was elaborated by Torgerson and Gower.

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