“…Bimodal and multimodal distributions are found in many continuous and discrete data sets; for example, in aggregate counts of responses to Likert scale questions, as in online ratings of movies or hotels [1]; in the durations of intervals between the eruptions of certain geysers; in the distributions of male and female body weights; in student test scores, distinguishing between those who studied for the test and those who did not; and in tourism analysis, regarding the number of nights that tourists spend at a given destination [2,3]. However, these distributions have received little attention in theoretical and empirical literature, with the exceptions of classical distributions based on continuous data, such as exponential or normal distributions [4]; discrete data frameworks, such as censored count data (where an additional mode might be used for the highest category; see [5]); latent class models for count data which account for heterogeneity using a finite mixture of unimodal Poisson distributions (i.e., the latent class truncated Poisson regression [6]); and flexible models that capture both over and underdispersion, such as the mixed Conway-Maxwell-Poisson distribution, which can reflect a wide range of truncated discrete data, and can exhibit either unimodal or bimodal behaviour [1] (the Conway-Maxwell-Poisson (CMP) distribution is a two-parameter generalisation of the Poisson distribution that allows for either over or underdispersion.). An important feature of multimodal data sets is that they can reveal when two or more types of individuals are represented in a data set (for example, consumer segments and preferences).…”