Applications of Multivariate Latent Variable Models in Marketing

International Series in Quantitative Marketing Volume 14, Chapter on Marketing Research and Modeling: Progress and Prospects, pp 43-68

26 Pages Posted: 11 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Wagner A. Kamakura

Rice University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 2003

Abstract

Paul Green, writing with Carmone and Wachpress (1976), was among the first scholars to introduce latent variable models to marketing by utilizing the CANDECOMP procedure (Carroll 1980) on contingency tables. A year later, Green, Carmone, and Wachpress (1977) introduced logit and log-linear multivariate models to the field of marketing. Green went on to write several key books in the area of multivariate analysis, including Analyzing Multivariate Data (Green 1978), which describes many of these techniques in depth. Latent variable models have since become important tools for the analysis of multivariate data in marketing. In this chapter, we consider some more recent marketing applications of latent variable models based on Green’s pioneering work.

Suggested Citation

DeSarbo, Wayne S. and Kamakura, Wagner A. and Wedel, Michel, Applications of Multivariate Latent Variable Models in Marketing (2003). International Series in Quantitative Marketing Volume 14, Chapter on Marketing Research and Modeling: Progress and Prospects, pp 43-68. Available at SSRN: https://ssrn.com/abstract=2793151

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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