How to analyse heterogenous data?
In many cases, data collected in the same questionnaire are measured at different levels: nominal, ordinal, interval or ratio. For several years, new methods allow to analyse qualitative and/or heterogeneous data. They are based on the optimal quantification principle. In this paper we first give a detailed example of heterogeneous data analysis. Then we describe the optimal quantification principle and the most important methods. Finally we give practical examples in marketing research.
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