|
HKUST Institutional Repository >
Marketing >
MARK Working Papers >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/987
|
| Title: | Do choice sets matter? |
| Authors: | Han, Sangman
Vanhonacker, Wilfried R. |
| Keywords: | Choice set
Mulitnomial logit
Brand selection |
| Issue Date: | Dec-1998 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 98.127 |
| Abstract: | This paper considers at the preference information contained in choice set membership. As would be expected, our empirical analyses show that knowing the choice set from which a brand was selected significantly improves the fit of discrete choice models. More surprisingly is the consistent result that a model that assumes rectangular choice probabilities over choice set members fits significantly better than a mulitnomial logit model estimated on choice data alone. These results demonstrate that choice set membership contains considerable preference information. Furthermore, they lead us to question the emphasis in the discrete choice modeling literature on the process of selecting a brand out of a choice set rather than on the process of forming that set. |
| URI: | http://hdl.handle.net/1783.1/987 |
| Appears in Collections: | MARK Working Papers
|
Files in This Item:
| File |
Description |
Size | Format |
|---|
| mktg98127.pdf | | 988Kb | Adobe PDF | View/Open |
|
All items in this Repository are protected by copyright, with all rights reserved.
|
