Data and Design for Choice Models in Marketing
- Schaeffer - Poeschel Verlag
- Publication Type:
- Journal Article
- Die Betriebswirtschaft, 2009, 69 (2), pp. 253 - 264
- Issue Date:
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This article reviews the data requirements in choice modeling in marketing research. Based on the distinction between revealed and stated choice data, the focus lies on both choosing an adequate model in the presence of unobservable exogenous variables and on the explicit construction of choice designs.
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