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On heterogeneous latent class models with applications to the analysis of rating scores

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  • Aurélie Bertrand
  • Christian M. Hafner

Abstract

Discovering the preferences and the behaviour of consumers is a key challenge in mar- keting. Information about such topics can be gathered through surveys in which the respondents must assign a score to a number of items. In this article we suggest a strat- egy to analyze such data and achieve this objective: it consists in identifying groups of consumers whose response patterns are similar and characterizing them in terms of pref- erences and covariates. We use latent class models allowing for heterogeneity of both latent class and within-class probabilities across individuals. We illustrate the proposed methodology using data about the preferences of Belgian households for supermarkets.

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Bibliographic Info

Paper provided by Sonderforschungsbereich 649, Humboldt University, Berlin, Germany in its series SFB 649 Discussion Papers with number SFB649DP2011-062.

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Length: 33 pages
Date of creation: Oct 2011
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Handle: RePEc:hum:wpaper:sfb649dp2011-062

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Keywords: Latent class analysis; rating scores; heterogeneity; EM algorithm; marketing;

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References

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