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Modeling Simultaneity in Survey Data

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Author Info
Timothy Gilbride
Sha Yang
Greg Allenby
Abstract

Responses to questions in a survey can reflect a behavior process that influences multiple response items. Respondent ratings of brand attributes, for example, can be affected by past purchases by making a brand more salient, or by respondents attributing higher performance to justify their purchases. When multiple response items are influenced by a common underlying process, there is simultaneity in the data. This paper proposes an approach to model the simultaneity in different survey responses by using common parameters and structural relationships motivated by behavioral theories on how consumers respond to surveys. Specifically, the proposed models show how brand usage and attribute perception responses are jointly determined by justification, order, and brand halo effects in two brand positioning studies. We detect a significant tendency for respondents to inflate their reported beliefs for particular brands as well as the selected brand across five countries in an international survey as well as in a domestic study. Copyright Springer Science + Business Media, Inc. 2005

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File URL: http://hdl.handle.net/10.1007/s11129-005-0333-3
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Publisher Info
Article provided by Springer in its journal Quantitative Marketing and Economics.

Volume (Year): 3 (2005)
Issue (Month): 4 (December)
Pages: 311-335
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:kap:qmktec:v:3:y:2005:i:4:p:311-335

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Web page: http://www.springerlink.com/link.asp?id=111240

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Related research
Keywords: Bayesian methods; endogeneity; survey research; data augmentation;

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

  1. Pettibone, Jonathan C. & Wedell, Douglas H., 2000. "Examining Models of Nondominated Decoy Effects across Judgment and Choice," Organizational Behavior and Human Decision Processes, Elsevier, vol. 81(2), pages 300-328, March. [Downloadable!] (restricted)
  2. Keane, Michael P, 1994. "A Computationally Practical Simulation Estimator for Panel Data," Econometrica, Econometric Society, vol. 62(1), pages 95-116, January. [Downloadable!] (restricted)
  3. Janiszewski, Chris & Silk, Tim & Cooke, Alan D J, 2003. " Different Scales for Different Frames: The Role of Subjective Scales and Experience in Explaining Attribute-Framing Effects," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 30(3), pages 311-25, December.
  4. G. S. Maddala & Lung-Fei Lee, 1976. "Recursive Models with Qualitative Endogenous Variables," NBER Chapters, in: Annals of Economic and Social Measurement, Volume 5, number 4, pages 168-188 National Bureau of Economic Research, Inc. [Downloadable!]
  5. Simonson, Itamar, 1989. " Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 16(2), pages 158-74, September.
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