A Model-Free Approach for Analysis of Complex Contingency Data in Survey Research

Analysis and interpretation of higher order cross-tabulation data are of recurring concern in marketing research. The authors present a parsimonious new approach to this data analysis problem. Specifically, a model-free approach is proposed which helps to identify differences in the response distribution of a criterion variable based on segments of respondents defined by characteristics of the predictor variables. The approach, which relies on Bonferroni adjusted chi square statistics to direct a sequential search process, is illustrated in a segmentation analysis of data from a national consumer survey. The results of analyzing the same data by using AID and LOGIT procedures are also examined. The article concludes with a discussion of potential applications, limitations, and extensions of the new approach.

[1]  Roger L. Wright,et al.  Profit-Oriented Data Analysis for Market Segmentation: An Alternative to AID , 1974 .

[2]  J. Scott Armstrong,et al.  Exploratory Analysis of Marketing Data: Trees vs. Regression , 1970 .

[3]  Henry Assael Segmenting Markets by Group Purchasing Behavior: An Application of the AID Technique , 1970 .

[4]  R. Staelin,et al.  Multivariate Analysis of Differences in Buyer Decision Time , 1971 .

[5]  Michael J. Ryan,et al.  Analyzing Cross-Classification Data: An Improved Method for Predicting Events , 1979 .

[6]  Paul E. Green,et al.  On the Analysis of Qualitative Data in Marketing Research , 1977 .

[7]  Paul E. Green,et al.  An AID/Logit Procedure for Analyzing Large Multiway Contingency Tables , 1978 .

[8]  Feller William,et al.  An Introduction To Probability Theory And Its Applications , 1950 .

[9]  P. Green,et al.  Analyzing multivariate data , 1978 .

[10]  Frank M. Andrews,et al.  Multivariate nominal scale analysis , 1973 .

[11]  Stanley Presser,et al.  The Assessment of "No Opinion" in Attitude Surveys , 1979 .

[12]  Peter Doyle,et al.  The Pitfalls of AID Analysis , 1975 .

[13]  Thomas C. Kinnear,et al.  Categorical regression in marketing , 1976 .

[14]  Raymond Lagarce,et al.  An Analysis of Second-Order Interaction in Multidimensional Contingency Tables , 1974 .

[15]  P. Green,et al.  Conjoint Analysis in Consumer Research: Issues and Outlook , 1978 .

[16]  Paul E. Green,et al.  Marketing Applications of MDS: Assessment and Outlook , 1975 .

[17]  J. Morgan,et al.  Thaid a Sequential Analysis Program for the Analysis of Nominal Scale Dependent Variables , 1973 .

[18]  William D. Perreault,et al.  Alternating Least Squares Optimal Scaling: Analysis of Nonmetric Data in Marketing Research , 1980 .

[19]  William H. Peters Using MCA to Segment New Car Markets , 1970 .

[20]  J L Bresnahan,et al.  A general equation and technique for the exact partitioning of chi-square contingency tables. , 1966, Psychological bulletin.

[21]  V. Barnett,et al.  Applied Linear Statistical Models , 1975 .

[22]  G. Koch,et al.  Analysis of categorical data by linear models. , 1969, Biometrics.

[23]  William R. Dillon,et al.  Appropriateness of Linear Discriminant and Multinomial Classification Analysis in Marketing Research , 1978 .