Analysis The Compositional Data in Marketing Research

Abstract: The paper is devoted to the usage of constant sum scale in marketing research. These scales are popular in attitude and preference modeling. They belong to the broader group of ipsative and compositional data. However, the use of inappropriate statistical model may provide the strongly biased estimates and misleading interpretation of the results. Constant sum scale of means-end preferences among consumption, savings and investments are used in Dirichlet regression models based individual and clustered data.