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Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data

Jordan J. Louviere and George Woodworth
Journal of Marketing Research
Vol. 20, No. 4 (Nov., 1983), pp. 350-367
DOI: 10.2307/3151440
Stable URL: http://www.jstor.org/stable/3151440
Page Count: 18
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Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data
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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.

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