Jarvis, Wade; Rungie, Cam; Lockshin, Larry - In: International Journal of Wine Business Research 19 (2007) 2, pp. 127-138
Purpose – The usual method of analysis of product attributes in marketing is to fit a multinomial logit model within a stated choice experiment, to determine the impact of attributes on the choice probability, which is equivalent to market share. The market share is intuitive and is based on...