Measurement in marketing

We distinguish three senses of the concept of measurement (measurement as the selection of observable indicators of theoretical concepts, measurement as the collection of data from respondents, and measurement as the formulation of measurement models linking observable indicators to latent factors representing the theoretical concepts), and we review important issues related to measurement in each of these senses. With regard to measurement in the first sense, we distinguish the steps of construct definition and item generation, and we review scale development efforts reported in three major marketing journals since 2000 to illustrate these steps and derive practical guidelines. With regard to measurement in the second sense, we look at the survey process from the respondent's perspective and discuss the goals that may guide participants' behavior during a survey, the cognitive resources that respondents devote to answering survey questions, and the problems that may occur at the various steps of the survey process. Finally, with regard to measurement in the third sense, we cover both reflective and formative measurement models, and we explain how researchers can assess the quality of measurement in both types of measurement models and how they can ascertain the comparability of measurements across different populations of respondents or conditions of measurement. We also provide a detailed empirical example of measurement analysis for reflective measurement models

LATTE: Application Oriented Social Network Embedding

In recent years, many research works propose to embed the network structured data into a low-dimensional feature space, where each node is represented as a feature vector. However, due to the detachment of embedding process with external tasks, the learned embedding results by most existing embedding models can be ineffective for application tasks with specific objectives, e.g., community detection or information diffusion. In this paper, we propose study the application oriented heterogeneous social network embedding problem. Significantly different from the existing works, besides the network structure preservation, the problem should also incorporate the objectives of external applications in the objective function. To resolve the problem, in this paper, we propose a novel network embedding framework, namely the "appLicAtion orienTed neTwork Embedding" (Latte) model. In Latte, the heterogeneous network structure can be applied to compute the node "diffusive proximity" scores, which capture both local and global network structures. Based on these computed scores, Latte learns the network representation feature vectors by extending the autoencoder model model to the heterogeneous network scenario, which can also effectively unite the objectives of network embedding and external application tasks. Extensive experiments have been done on real-world heterogeneous social network datasets, and the experimental results have demonstrated the outstanding performance of Latte in learning the representation vectors for specific application tasks.Comment: 11 Pages, 12 Figures, 1 Tabl

A Bayesian semiparametric latent variable model for mixed responses

In this article we introduce a latent variable model (LVM) for mixed ordinal and continuous responses, where covariate effects on the continuous latent variables are modelled through a flexible semiparametric predictor. We extend existing LVM with simple linear covariate effects by including nonparametric components for nonlinear effects of continuous covariates and interactions with other covariates as well as spatial effects. Full Bayesian modelling is based on penalized spline and Markov random field priors and is performed by computationally efficient Markov chain Monte Carlo (MCMC) methods. We apply our approach to a large German social science survey which motivated our methodological development

Distribution Regression with Sample Selection, with an Application to Wage Decompositions in the UK

We develop a distribution regression model under endogenous sample selection. This model is a semiparametric generalization of the Heckman selection model that accommodates much richer patterns of heterogeneity in the selection process and effect of the covariates. The model applies to continuous, discrete and mixed outcomes. We study the identification of the model, and develop a computationally attractive two-step method to estimate the model parameters, where the first step is a probit regression for the selection equation and the second step consists of multiple distribution regressions with selection corrections for the outcome equation. We construct estimators of functionals of interest such as actual and counterfactual distributions of latent and observed outcomes via plug-in rule. We derive functional central limit theorems for all the estimators and show the validity of multiplier bootstrap to carry out functional inference. We apply the methods to wage decompositions in the UK using new data. Here we decompose the difference between the male and female wage distributions into four effects: composition, wage structure, selection structure and selection sorting. After controlling for endogenous employment selection, we still find substantial gender wage gap -- ranging from 21% to 40% throughout the (latent) offered wage distribution that is not explained by observable labor market characteristics. We also uncover positive sorting for single men and negative sorting for married women that accounts for a substantive fraction of the gender wage gap at the top of the distribution. These findings can be interpreted as evidence of assortative matching in the marriage market and glass-ceiling in the labor market.Comment: 72 pages, 4 tables, 39 figures, includes supplement with additional empirical result

A Statistical Toolbox For Mining And Modeling Spatial Data

Most data mining projects in spatial economics start with an evaluation of a set of attribute variables on a sample of spatial entities, looking for the existence and strength of spatial autocorrelation, based on the Moran’s and the Geary’s coefficients, the adequacy of which is rarely challenged, despite the fact that when reporting on their properties, many users seem likely to make mistakes and to foster confusion. My paper begins by a critical appraisal of the classical definition and rational of these indices. I argue that while intuitively founded, they are plagued by an inconsistency in their conception. Then, I propose a principled small change leading to corrected spatial autocorrelation coefficients, which strongly simplifies their relationship, and opens the way to an augmented toolbox of statistical methods of dimension reduction and data visualization, also useful for modeling purposes. A second section presents a formal framework, adapted from recent work in statistical learning, which gives theoretical support to our definition of corrected spatial autocorrelation coefficients. More specifically, the multivariate data mining methods presented here, are easily implementable on the existing (free) software, yield methods useful to exploit the proposed corrections in spatial data analysis practice, and, from a mathematical point of view, whose asymptotic behavior, already studied in a series of papers by Belkin & Niyogi, suggests that they own qualities of robustness and a limited sensitivity to the Modifiable Areal Unit Problem (MAUP), valuable in exploratory spatial data analysis

A valid theory on probabilistic causation

In this paper several definitions of probabilistic causation are considered, and their main drawbacks discussed. Current notions of probabilistic causality have symmetry limitations (e.g. correlation and statistical dependence are symmetric notions). To avoid the symmetry problem, non-reciprocal causality is often defined in terms of dynamic asymmetry. But these notions are likely to consider spurious regularities. In this paper we present a definition of causality that does non have symmetry inconsistences. It is a natural extension of propositional causality in formal logics, and it can be easily analyzed with statistical inference. The modeling problems are also discussed using empirical processes.Causality, Empirical Processes and Classification Theory, 62M30, 62M15, 62G20

Measuring Service Quality: The Opinion of Europeans about Utilities

This paper provides a comparative analysis of statistical methods to evaluate the consumer perception about the quality of Services of General Interest. The evaluation of the service quality perceived by users is usually based on Customer Satisfaction Survey data and an ex-post evaluation is then performed. Another approach, consisting in evaluating Consumers preferences, supplies an ex-ante information on Service Quality. Here, the ex-post approach is considered, two non-standard techniques - the Rasch Model and the Nonlinear Principal Component Analysis - are presented and the potential of both methods is discussed. These methods are applied on the Eurobarometer Survey data to assess the consumer satisfaction among European countries and in different years.Service Quality, Eurobarometer, Non Linear Principal Component Analysis, Rasch Analysis, Conjoint Analysis