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This study examines the methodology of "individual scaling method" in order to value each person's vocabulary and viewpoints. In this paper , the new method of orthogonal rotation was proposed for principal component analysis of evaluation data using "individual scales method". This method has the following features. 1) By the criterion in this method, R-squares matrix of [each person × rotated axes] is directed to simple structure. 2) By this rotation, individual differences in semantic space is maximized. As a case study, the proposed method was applied on evaluation data of townscape in Kanda area, and the effectiveness of this method was discussed.

AXES ROTATION FOR MAXIMIZATION OF INDIVIDUAL DIFFERENCES IN INDIVIDUAL SCALES METHOD