Incorporating demographics into discrete choice analyses
Robert E. Carter
University of Louisville
Discrete choice studies have been utilised extensively over the past three decades and applied to a broad range of experimental situations (McFadden 1974; Louviere & Woodworth 1983; Louviere et al. 2000; Sapede & Girod 2002). More specifically, Haaijer et al.(2001, p. 93) indicate that the popularity of discrete choice experiments is due to their ‘ability to mimic real market decisions’ on the part of consumers since the dependent variable for these types of research studies is consumer choice, as opposed to an overall...