A retrospective review of categorical data analysis – theory and marketing practice

The paper presents historical development of the categorical data analysis for models with explicit response variables defined as well as models without such a distinction. Besides difficulties in model building we focus on methods and procedures for model testing and for the estimation of model parameters. Within these issues we emphasize the drawbacks of the models and historical trials to overcome them. The problem of data heterogeneity and methods that help to handle it were considered. Discussion of practical usefulness of categorical data analysis is limited to marketing problems.