Response style corrected market segmentation for ordinal data

Grün, Bettina and Dolnicar, Sara (2015) Response style corrected market segmentation for ordinal data. Marketing Letters, 1-13. doi:10.1007/s11002-015-9375-9

Author Grün, Bettina
Dolnicar, Sara
Title Response style corrected market segmentation for ordinal data
Journal name Marketing Letters   Check publisher's open access policy
ISSN 0923-0645
Publication date 2015-06-18
Sub-type Article (original research)
DOI 10.1007/s11002-015-9375-9
Open Access Status DOI
Start page 1
End page 13
Total pages 13
Place of publication New York, NY, United States
Publisher Springer New York
Collection year 2016
Language eng
Abstract Survey data collected for market segmentation studies is typically ordinal in nature. As such, it is susceptible to response styles. Ignoring response styles can lead to market segments which do not differ in beliefs, but merely in how segment members use survey answer options and which possibly occur in addition to the belief segments. We propose a finite mixture model which simultaneously segments and corrects for response styles, permits heterogeneity in both beliefs and response styles, accommodates a range of different response styles, does not impose a certain relationship between the response style and belief segments, and is suitable for ordinal data. The performance of the model is tested using both artificial and empirical survey data.
Keyword Heterogeneity
Market segmentation
Ordinal data
Response style
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 1 times in Scopus Article | Citations
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