The design and analysis of choice models
by
Phil Wright
ACNielsen

Choice models are a powerful market research tool used – among other things – to compare consumer willingness to pay for competing features of products and services, predict market share under a variety of conditions, and to measure price sensitivities. The ability of these models to determine optimal combinations of competing features make it an ideal technique to test the market prior to the introduction of a new product or service.

While choice models are not new, advances in computing have increased both their availability and applicability.

This presentation aims to introduce the concepts of choice models from both a statistical and a market research point of view. Comparisons will be made between choice models and conjoint analysis. The design of choice modelling studies and in particular the use of fractional factorial designs will be considered along with the analysis of such models using GLMMs.

Date received: August 29, 2001

Copyright © 2001 by the author(s). The author(s) of this document and the organizers of the conference have granted their consent to include this abstract in Atlas Conferences Inc. Document # cahg-44.