Analysis of categorical multiple response variables in marketing research

Abstract

Multiple Response Data (MRD) can be defined as the set of answers to a question that allows the respondent to pick more than one response, also known as a pick any/J format. Such questions have become very popular for marketing research, and are frequently encountered in the analysis of survey data . Although widely used, the analysis of these types of responses is becoming increasingly complex. The purpose of this paper is to examine the underlying issues and subsequent solutions for dealing with aggregated MRD. The paper also presents a summary of benefits and drawbacks associated with different analytical methods.