Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 157-172 |
| Journal | JMR. Journal of Marketing Research |
| Volume | 47 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2010 |
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Identifying response styles: A latent-class bilinear multinomial logit model. / van Rosmalen, J.; van Herk, H.; Groenen, P.J.F.
In: JMR. Journal of Marketing Research, Vol. 47, No. 1, 2010, p. 157-172.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - Identifying response styles: A latent-class bilinear multinomial logit model
AU - van Rosmalen, J.
AU - van Herk, H.
AU - Groenen, P.J.F.
PY - 2010
Y1 - 2010
N2 - Respondents can vary strongly in the way they use rating scales. Specifically, respondents can exhibit a variety of response styles, which threatens the validity of the responses. The purpose of this article Is to investigate how response style and content of the items affect rating scale responses. The authors develop a novel model that accounts for different types of response styles, content of items, and background characteristics of respondents. By imposing a bilinear parameter structure on a multinomial logit model, the authors graphically distinguish the effects on the response behavior of the characteristics of a respondent and the content of an item. The authors combine this approach with finite mixture modeling, yielding two segmentations of the respondents: one for response style and one for item content. They apply this latentclass bilinear multinomial logit model to the well-known List of Values In a cross-national context. The results show large differences in the opinions and the response styles of respondents and reveal previously unknown response styles. Some response styles appear to be valid communication styles, whereas other response styles often concur with inconsistent opinions of the items and seem to be response bias. © 2010, American Marketing Association.
AB - Respondents can vary strongly in the way they use rating scales. Specifically, respondents can exhibit a variety of response styles, which threatens the validity of the responses. The purpose of this article Is to investigate how response style and content of the items affect rating scale responses. The authors develop a novel model that accounts for different types of response styles, content of items, and background characteristics of respondents. By imposing a bilinear parameter structure on a multinomial logit model, the authors graphically distinguish the effects on the response behavior of the characteristics of a respondent and the content of an item. The authors combine this approach with finite mixture modeling, yielding two segmentations of the respondents: one for response style and one for item content. They apply this latentclass bilinear multinomial logit model to the well-known List of Values In a cross-national context. The results show large differences in the opinions and the response styles of respondents and reveal previously unknown response styles. Some response styles appear to be valid communication styles, whereas other response styles often concur with inconsistent opinions of the items and seem to be response bias. © 2010, American Marketing Association.
U2 - 10.1509/jmkr.47.1.157
DO - 10.1509/jmkr.47.1.157
M3 - Article
VL - 47
SP - 157
EP - 172
JO - JMR. Journal of Marketing Research
JF - JMR. Journal of Marketing Research
SN - 0022-2437
IS - 1
ER -