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Modeling and Multivariate Methods - SAS

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Chapter 16<br />

Performing Choice <strong>Modeling</strong><br />

Using the Choice Platform<br />

The Choice platform is designed for use in market research experiments, where the ultimate goal is to<br />

discover the preference structure of consumers. Then, this information is used to design products or services<br />

that have the attributes most desired by consumers.<br />

Features provided in the Choice platform include:<br />

• ability to use information about consumer traits as well as product attributes.<br />

• integration of data from one, two, or three sources.<br />

• ability to use the integrated profiler to underst<strong>and</strong>, visualize, <strong>and</strong> optimize the response (utility) surface.<br />

• provides subject-level scores for segmenting or clustering your data.<br />

• uses a special default bias-corrected maximum likelihood estimator described by Firth (1993). This<br />

method has been shown to produce better estimates <strong>and</strong> tests than MLEs without bias correction. In<br />

addition, bias-corrected MLEs ameliorate separation problems that tend to occur in logistic-type<br />

models. Refer to Heinze <strong>and</strong> Schemper (2002) for a discussion of the separation problem in logistic<br />

regression.<br />

The Choice platform is not appropriate to use for fitting models that involve:<br />

• ranking or scoring.<br />

• nested hierarchical choices. (PROC MDC in <strong>SAS</strong>/ETS can be used for such analysis.)

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