Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data
Open Access
- 1 November 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 20 (4) , 350-367
- https://doi.org/10.1177/002224378302000403
Abstract
The authors integrate concepts in conjoint analysis and discrete choice theory in econometrics to develop a new approach to the design and analysis of controlled consumer choice or resource allocation experiments. The article is concerned with estimating the parameters of conjoint-type functions from discrete choice or allocation data. Emphasis is placed on the multinomial logit model and aggregate choice or allocation data to illustrate the concepts in a series of empirical examples ranging from simple to complex. The authors present limited external validity evidence to support the approach and make comparisons with traditional conjoint approaches.Keywords
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