Modeling and Multivariate Methods - SAS

406 Performing Choice Modeling Chapter 16
Launch the Choice Platform and Select Data Sets
Figure 16.2 Pizza Response Data Table Segment
Notice that each choice value refers to an ID value in the Profile data table which has the attribute
information.
If data about the subject are to be used, a separate Subject data table is needed. This table includes a subject
ID column and characteristics of the subject. In the pizza example, the only characteristic or attribute about
the Subject is Gender. Subject data for the first four subjects are shown in Figure 16.3. Notice that the
response choices and choice sets in the response data table use the ID names given in the profile data set.
Similarly, the subject identifications in the response data table match those in the subject data table.
Figure 16.3 Pizza Subject Data Table Segment
Launch the Choice Platform and Select Data Sets
Since the Choice platform can use several data tables, no initial assumption is made about using the current
data table—as is the case with other JMP platforms. You must select the data table for each of the three
choice data sources. You are prompted to select the profile data set and the response data set. If you want to
model subject attributes, then a subject data set must also be selected. You can expand or collapse each
section of the Choice dialog box, as needed.
To illustrate the Choice platform, three data sets from the pizza example are used and are found in the
sample data directory. The first data set is entered into the Profile Data section of the Choice Dialog Box, as
shown in Figure 16.4.