Brand managers in packaged goods categories need to understand drivers of both primary and secondary demand (i.e., overall category and brand-specific demand) in order to improve product and pricing decisions. In the presence of variety seeking, primary demand may depend on the composition and...

The problem of inferring unrealistically high prices from choice-based conjoint optimization exercises is widely known among market research practitioners and applied marketing researchers. The literature suggests two approaches to alleviate this problem. One focuses on making the hypothetical...

Models of consumer heterogeneity play a pivotal role in marketing and economics, specifically in random coefficient or mixed logit models for aggregate or individual data and in hierarchical Bayesian models of heterogeneity. In applications, the inferential target often pertains to a population...