A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Preference Data

Psychometrika, Vol. 73, No. 1, pp. 1–20

20 Pages Posted: 23 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Joonwook Park

University of Kentucky - Marketing and Supply Chain

Crystal Scott

University of Michigan at Dearborn - School of Management

Date Written: March 1, 2008

Abstract

A cyclical conditional maximum likelihood estimation procedure is developed for the multidimensional unfolding of two- or three-way dominance data (e.g., preference, choice, consideration) measured on ordered successive category rating scales. The technical description of the proposed model and estimation procedure are discussed, as well as the rather unique joint spaces derived. We then conduct a modest Monte Carlo simulation to demonstrate the parameter recovery of the proposed methodology, as well as investigate the performance of various information heuristics for dimension selection. A consumer psychology application is provided where the spatial results of the proposed model are compared to solutions derived from various traditional multidimensional unfolding procedures. This application deals with consumers intending to buy new luxury sport-utility vehicles (SUVs). Finally, directions for future research are discussed.

Keywords: ordered successive categories, maximum likelihood, consumer psychology, multidimensional unfolding

Suggested Citation

DeSarbo, Wayne S. and Park, Joonwook and Scott, Crystal, A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Preference Data (March 1, 2008). Psychometrika, Vol. 73, No. 1, pp. 1–20, Available at SSRN: https://ssrn.com/abstract=2793531

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Joonwook Park

University of Kentucky - Marketing and Supply Chain ( email )

United States

Crystal Scott

University of Michigan at Dearborn - School of Management ( email )

4901 Evergreen Road
Dearborn, MI 48128-1491
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
13
Abstract Views
204
PlumX Metrics