Choice Modelling Versus Traditional Quantitative Market Research
Choice Experiments may be used in nearly every case where a hard estimate of current and future human preferences needs to be determined.
Many other market research techniques attempt to use ratings and ranking scales to elicit preference information.
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“Excellence or virtue is a settled disposition of the mind that determines our choice of actions and emotions and consists essentially in observing the mean relative to us ... a mean between two vices, that which depends on excess and that which depends on defect.”
—Aristotle (384–323 B.C.)
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—Sigmund Freud (1856–1939)