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  • Observed And Unobserved Preference Heterogeneity In Brand-Choice Models

    White Papers // Aug 2006 // provided by INFORMS

    This paper extends the scanner-based choice literature by explicitly incorporating individual-level brand-preference data. The authors illustrate this model using a unique data set that combines survey and scanner data collected from the same individuals. The addition of individual-specific brand-preference information significantly improves fit and prediction. Furthermore, this "observed" heterogeneity better ...

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