Modeling and Multivariate Methods - SAS

Chapter 16 Performing Choice Modeling 421
One-Table Analysis
A choice response consists of a set of rows, uniquely identified by the Grouping columns. An indicator
column is specified for Profile ID in the Choice Dialog box. This indicator variable uses the value of 1 for
the chosen profile row and 0 elsewhere. There must be exactly one “1” for each Grouping combination.
Example: One-Table Pizza Data
This example illustrates how the pizza data are organized for the one-table situation. Figure 16.25 shows a
subset of the combined pizza data. Open Pizza Combined.jmp from the sample data directory to see the
complete table. Each subject completes four choice sets, with each choice set or trial consisting of two
choices. For this example, each subject has eight rows in the data set. The indicator variable specifies the
chosen profile for each choice set. The columns Subject and Trial together identify the choice set, so they
are the Grouping columns.
Figure 16.25 Partial Listing of Combined Pizza Data for One-Table Analysis
To analyze the data in this format, open the Profile Data section in the Choice Dialog box, shown in
Figure 16.26.
• Specify Pizza Combined.jmp as the data set.
• Specify Indicator as the Profile ID, Subject and Trial as the Grouping variables, and add Crust, Cheese,
and Topping as the main effects.
• Click Run Model.