Course Content

Course Content
This course provides participants with a practical, working knowledge of one of the major approaches to categorical data analysis and market segmentation research: latent class analysis. The latent class model (LCM) provides one of the most important approaches for understanding relationships among a wide variety of respondents and consumer attitudes and behaviours. The LCM facilitates the construction and testing of models of respondent types (e.g., market segments), and helps in characterizing the nature of complex groups. In addition to the basic LCM, attention is given to modelling longitudinal data, as well as to the inclusion of predictor and outcome variables related to the segments. We examine the conceptual and methodological foundations of market segmentation, with several specific applications of the latent class and related models to a variety of data types.