Using simultaneous latent structure models to analyze group differences: Exploratory analysis of buying style items

Abstract

This article shows how methods for simultaneous latent structure analysis can be used to test for intergroup differences in unobservable characteristics. In many respects these techniques are similar to those for simultaneous factor analysis. To show how these methods can be used, we analyze data obtained from the 1979 Study of Media and Markets collected by the Simmons Market Research Bureau. Five dichotomized items pertaining to buying style attitudes were chosen as “indicators” of a latent variable (or variables): brand loyalty, willingness to experiment, degree of conformity to buying style of others, persuadibility, and style consciousness. The sample was composed of full-time employed, married, white females in the middle social class categories recognized on the survey. Two groups were compared in terms of latent structure model parameters. The first group consisted of those who work “at a career” and the second consisted of those whose work was “just a job.” Using the methods advocated here there is no significant difference between these two groups once the “brand loyalty” item is excluded. The model-search procedure takes account of within-group contributions to lack of fit. Generalizations of this procedure may be useful in exploratory analysis using the simultaneous latent structure model.