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| Author: | Sándor, Z. Wedel, M. |
| Title: | Profile construction in experimental choice designs for mixed logit models |
| Journal: | Marketing Science
2002 : FALL, VOL. 21:4, p. 455-475 |
| Index terms: | Choice theory Logit models Marketing theory |
| Language: | eng |
| Abstract: | A computatively attractive model for the analysis of conjoint choice experiments is the mixed multinomial logit model, a multinomial logit model in which it is assumed that the coefficients follow a (normal) distribution across subjects. This model offers the advantage over the standard multinomial logit model of accommodating heterogeneity in the coefficients of the choice model across subjects, a topic that has received considerable interest recently in the marketing literature. The development of designs that are optimal for mixed logit models or other random effects models has not been addressed previously and is the topic of this paper. |
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