Analyzing Constant-Sum Multiple Criterion Data: A Segment-Level Approach

Journal of Marketing Research Vol. 32, No. 2, pp. 222-232

12 Pages Posted: 8 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Venkatram Ramaswamy

University of Michigan, Stephen M. Ross School of Business

Rabikar Chatterjee

University of Pittsburgh

Date Written: May 1995

Abstract

The authors propose a methodology for determining the segment-level impact of explanatory variables on multiple criterion measures obtained on a constant-sum scale. These explanatory variables could characterize different product, situation, or person related conditions that either occur naturally or are experimentally manipulated. Their proposed methodology simultaneously estimates market segment membership and multivariate segment-level parameters for each dependent criterion, using finite mixtures of conditional Dirichlet distributions. They conduct a modest Monte Carlo simulation analysis to investigate the performance of the proposed methodology. The authors also provide an empirical application to industrial buying decisions that examines the impact of the type of buying situation on multiple vendor selection criteria such as economic cost, functional performance, vendor cooperation, and vendor capability.

Suggested Citation

DeSarbo, Wayne S. and Ramaswamy, Venkatram and Chatterjee, Rabikar, Analyzing Constant-Sum Multiple Criterion Data: A Segment-Level Approach (May 1995). Journal of Marketing Research Vol. 32, No. 2, pp. 222-232 , Available at SSRN: https://ssrn.com/abstract=2791006

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Venkatram Ramaswamy

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109-1234
United States
734-763-5932 (Phone)
734-936-0279 (Fax)

Rabikar Chatterjee

University of Pittsburgh ( email )

135 N Bellefield Ave
Pittsburgh, PA 15260
United States

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