New ways to explore consumer point-of-purchase dynamics
Combining virtual reality and choice modelingin consumer purchase analyses
Bernhard Treiber Research Director, Treiber + Partners, Germany. andStephen P. Needel President, Simulation Research Inc., United States.
DISCRETE CHOICE MODELING - A BRIEF OVERVIEW
Discrete choice analysis has become a favorite topic over the past several years. Several conferences and symposiums, journal and book publications document this popularity. The increased interest in discrete choice analysis derives from its ability to answer a wide range of marketing research questions. In particular, this analysis framework provides models of which product a consumer...