Haaijer, Rinus; Wedel, Michel; Vriens, Marco; Wansbeek, Tom - In: Marketing Science 17 (1998) 3, pp. 236-252
Experimental conjoint choice analysis is among the most frequently used methods for measuring and analyzing consumer preferences. The data from such experiments have been typically analyzed with the Multinomial Logit (MNL) model. However, there are several problems associated with the standard...