A demonstration of structural choice modelling in a market research context

Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.
Bowe et al.

A demonstration of structural choice modelling in a market research context

Jasha Bowe

Strategic Intelligence Group/School of Marketing, University of South Australia Business School

Cam Rungie, Richard Lee and Larry Lockshin

School of Marketing, University of South Australia Business School

Introduction

Rigour in marketing research hinges on adopting the correct research methodology (Aulakh & Kotabe 1993) and a common method for...

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