Choice Modelling in Practice
Superficially, a Choice Experiment resembles a market research survey; Respondents are recruited to fill out a survey, data is collected and the data is analysed. However two critical steps differentiate a Choice Experiment from a Questionnaire:
- An experimental design must be constructed. This is a non-trivial task.
- Data must be analysed with a model form, MNL, Mixed Logit, EBA, Probit etc...
The Choice Experiment itself may be performed via hard copy with pen and paper, however increasingly the on-line medium is being used as it has many advantages over the manual process, including cost, speed, accuracy and ability to perform more complex studies such as those involving multimedia or dynamic feedback.
Despite the power and general applicability of Choice Modelling, the practical execution is far more complex than running a general survey. The model itself is a delicate tool and potential sources of bias that are ignored in general market research surveys need to be controlled for in choice models.
Read more about this topic: Choice Modelling
Famous quotes containing the words choice, modelling and/or practice:
“The majority of persons choose their wives with as little prudence as they eat. They see a trull with nothing else to recommend her but a pair of thighs and choice hunkers, and so smart to void their seed that they marry her at once. They imagine they can live in marvelous contentment with handsome feet and ambrosial buttocks. Most men are accredited fools shortly after they leave the womb.”
—Edward Dahlberg (1900–1977)
“The windy springs and the blazing summers, one after another, had enriched and mellowed that flat tableland; all the human effort that had gone into it was coming back in long, sweeping lines of fertility. The changes seemed beautiful and harmonious to me; it was like watching the growth of a great man or of a great idea. I recognized every tree and sandbank and rugged draw. I found that I remembered the conformation of the land as one remembers the modelling of human faces.”
—Willa Cather (1873–1947)
“It is by the goodness of God that in our country we have those three unspeakably precious things: freedom of speech, freedom of conscience, and the prudence never to practice either of them.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)