Mixture Model Analysis of Complex Samples

We investigate the effects of a complex sampling design on the estimation of mixture models. An approximate or pseudo likelihood approach is proposed to obtain consistent estimates of class-specific parameters when the sample arises from such a complex design. The effects of ignoring the sample design are demonstrated empirically in the context of an international value segmentation study in which a multinomial mixture model is applied to identify segment-level value rankings. The analysis reveals that ignoring the sample design results in both an incorrect number of segments as identified by information criteria and biased estimates of segment-level parameters.