Modeling and Multivariate Methods - SAS

420 Performing Choice Modeling Chapter 16
One-Table Analysis
Figure 16.23 Laptop Profiler Results for Females with Subject Data
Figure 16.24 Laptop Profiler Results for Males with Subject Data
Some interaction effects between subject effects and laptop attributes are significant. For example, the
interaction effect between "Gender" and "Hard Disk" is significant (See Figure 16.20 on page 419). When
you check the result in Prediction Profiler, you find that a larger slope is shown for Hard Disk in the
Prediction Profiler for females.
One-Table Analysis
The Choice Modeling platform can also be used if all of your data are in one table. For this one-table
scenario, you use only the Profile Data section of the Choice Dialog box. Subject-specific terms can be used
in the model, but not as main effects. Two advantages, both offering more model-effect flexibility than the
three-table specification, are realized by using a one-table analysis:
• Interactions can be selectively chosen instead of automatically getting all possible interactions between
subject and profile effects as seen when using three tables.
• Unusual combinations of choice sets are allowed. This means, for example, that the first trial can have a
choice set of two, the second trial can consist of a choice set of three, the third trial can have a choice set
of five, and so on. With multiple tables, in contrast, it is assumed that the number of choices for each
trial is fixed.