Modeling and Multivariate Methods - SAS

410 Performing Choice Modeling Chapter 16
Launch the Choice Platform and Select Data Sets
The profiler option is particularly valuable in understanding the model. It shows the value of the linear
model, or the utility, as you change each factor, one at a time.
• You specify the profiler option by selecting Profiler in the platform menu. The Prediction Profiler is
shown in Figure 16.7.
• In this example involving only main effects, the factor showing the greatest difference is Cheese,
favoring Mozzarella.
• If there were interactions in the model, more exploration of the profiler would be needed in order to
understand the response surface.
Figure 16.7 Prediction Profiler with No Subject Data for Pizza Example
Subject Effects
If you want to include subject effects in the model, you need to open the Subject data table section of the
Choice dialog box. Suppose you are interested in Gender main effects.
• Open the Subject Data section of the launch dialog box. Click Select Data Table, and when the Subject
Data Table opens, select Pizza Subjects.jmp.
• Specify Subject as Subject ID, and add Gender under Construct Model Effects. The Subject data
dialog box section for the pizza example is shown in Figure 16.8.
• Click on Run Model.