Modeling and Multivariate Methods - SAS

412 Performing Choice Modeling Chapter 16
Launch the Choice Platform and Select Data Sets
The profiler is used to explore the response surface of the model. Click on the Choice Model drop-down
menu and select the Profiler. You can Alt-click on any segment of the Profiler graphics to lock that
particular factor level. (F is locked by default in this example.) A solid vertical line appears in place of the
dotted line. Other factor settings can then be assessed easily for the locked factor level.
• As shown in Figure 16.10, when the female (F) level of Gender is locked, the Profiler shows that females
prefer pizza with thin crust, mozzarella cheese, and no topping. For example, the Utility measure is
higher for Crust equals Thin, meaning that females prefer thin crust.
• Now, switch Gender to M to assess male pizza preferences. As shown in Figure 16.11, males prefer thick
crust, mozzarella cheese, and pepperoni topping.
Figure 16.10 Prediction Profiler with Subject Data and Female Level Factor Setting
Figure 16.11 Prediction Profiler with Subject Data and Male Level Factor Setting
Utility Grid Optimization
The Prediction Profiler allows you to optimize the utility function over a grid of fixed subject factor settings
without having to manually manipulate profiler settings:
• Click on the platform drop-down-menu, select Profiler, and verify that one of the subject factors is
locked. If not, Alt-click within the Profiler plot to lock the desired factor level. Set the Utility function to
the maximum values for the other factors by sliding the red dotted vertical line.