Adjusting choice models to better predict market behavior
Publication
, Journal Article
Allenby, G; Fennell, G; Huber, J; Eagle, T; Gilbride, T; Horsky, D; Kim, J; Lenk, P; Johnson, R; Ofek, E; Orme, B; Otter, T; Walker, J
Published in: Marketing Letters
December 1, 2005
The emergence of Bayesian methodology has facilitated respondent-level conjoint models, and deriving utilities from choice experiments has become very popular among those modeling product line decisions or new product introductions. This review begins with a paradox of why experimental choices should mirror market behavior despite clear differences in content, structure and motivation. It then addresses ways to design the choice tasks so that they are more likely to reflect market choices. Finally, it examines ways to model the results of the choice experiments to better mirror both underlying decision processes and potential market choices. © 2005 Springer Science + Business Media, Inc.
Duke Scholars
Published In
Marketing Letters
DOI
ISSN
0923-0645
Publication Date
December 1, 2005
Volume
16
Issue
3-4
Start / End Page
197 / 208
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Allenby, G., Fennell, G., Huber, J., Eagle, T., Gilbride, T., Horsky, D., … Walker, J. (2005). Adjusting choice models to better predict market behavior. Marketing Letters, 16(3–4), 197–208. https://doi.org/10.1007/s11002-005-5885-1
Allenby, G., G. Fennell, J. Huber, T. Eagle, T. Gilbride, D. Horsky, J. Kim, et al. “Adjusting choice models to better predict market behavior.” Marketing Letters 16, no. 3–4 (December 1, 2005): 197–208. https://doi.org/10.1007/s11002-005-5885-1.
Allenby G, Fennell G, Huber J, Eagle T, Gilbride T, Horsky D, et al. Adjusting choice models to better predict market behavior. Marketing Letters. 2005 Dec 1;16(3–4):197–208.
Allenby, G., et al. “Adjusting choice models to better predict market behavior.” Marketing Letters, vol. 16, no. 3–4, Dec. 2005, pp. 197–208. Scopus, doi:10.1007/s11002-005-5885-1.
Allenby G, Fennell G, Huber J, Eagle T, Gilbride T, Horsky D, Kim J, Lenk P, Johnson R, Ofek E, Orme B, Otter T, Walker J. Adjusting choice models to better predict market behavior. Marketing Letters. 2005 Dec 1;16(3–4):197–208.
Published In
Marketing Letters
DOI
ISSN
0923-0645
Publication Date
December 1, 2005
Volume
16
Issue
3-4
Start / End Page
197 / 208
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing