摘要
离散选择模型是一种复杂、非线性的多元统计分析方法和市场研究技术 ,主要基于消费者对产品 /服务的选择来模拟费者的购买行为。本文通过手机话费价格研究介绍了离散选择模型的基本原理和操作步骤 ,以及采用MultinomialLogitModel计算属性效用值、选择概率和模拟市场占有率 。
Discrete choice, using the multinomial logit model, is sometimes referred to as 'choice-based conjoint.' This paper shows you how to use the multinomial logit model to investigate consumer's stated choices. The multinomial logit model is an alternative to full-profile conjoint analysis and is extremely popular in marketing research. We will discuss designing a choice experiment, preparing the questionnaire, coding and processing the data, performing the analysis, and interpreting the results. An example of Mobile phone charge price is given to illustrate the concepts, procedures and application of DCM.
出处
《北京广播学院学报（自然科学版）》
2002年第4期34-42,共9页
Journal of Beijing Broadcasting Institute(Science and Technology)
