Identifying response styles: A latent-class bilinear multinomial logit model

J. van Rosmalen, H. van Herk, P.J.F. Groenen

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

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.
LanguageEnglish
Pages157-172
JournalJMR. Journal of Marketing Research
Volume47
Issue number1
DOIs
Publication statusPublished - 2010

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Latent class
Multinomial logit model
Response styles
Rating scales
Response bias
Cross-national
Modeling
Communication style
Finite mixture
National context
Segmentation

Cite this

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title = "Identifying response styles: A latent-class bilinear multinomial logit model",
abstract = "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. {\circledC} 2010, American Marketing Association.",
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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 JournalArticleAcademicpeer-review

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