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Title:On heterogeneous latent class models with applications to the analysis of rating scores PDF Logo
Authors:Bertrand, Aurélie
Hafner, Christian M.
Issue Date:2011
Series/Report no.:SFB 649 discussion paper 2011-062
Abstract:Discovering the preferences and the behaviour of consumers is a key challenge in marketing. 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 strategy 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 preferences 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.
Subjects:latent class analysis
rating scores
heterogeneity
EM algorithm
marketing
JEL:C35
C38
C87
M31
Document Type:Working Paper
Appears in Collections:SFB 649 Discussion Papers, HU Berlin

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