Choice Design and Modeling

Question

Hi All,

I'm new to consumer research , but recently when i read the "laptop" case,

1):  got a bit confused :(

"Willingness to Pay Price" is one of the attibute/factor but is continuous data type,  however the "Choice Design" only allowed for Categorical factors, does it means "Choice Design" could not include price as one of the study factor ? (or i missed something?)

why like this ?

2): beside "laptop" case, anyone has other data set which could demo "Choice Design" + "Choice Modeling" together

(with few factors + "willing to pay price" included) ?

thank you so much

martindemel · Accepted Answer

Hi Pin,

Price is categorical in the design as it has three choices you want to have in the survey. However if you got the results you can change this factor to numeric, continuous,  to be able to do a choice model where you can see how much someone would pay in addition to a base line and other calculus.

Hope this helps.

Martin

PS: another data set is the sample data about Pizza.

PPS: Here is the documentaion to the Laptop Experiment, and in the Model Price is set to continuous as well: https://www.jmp.com/support/help/en/15.0/#page/jmp/example-of-making-design-decisions.shtml#ww554103

jiancao · Accepted Answer

I have used one of the case studies from this textbook about the design of dial-readout bathroom scales. https://www.amazon.com/Modern-Marketing-Research-Concepts-Qualtrics/dp/1133188966

The data sets are packaged in this JMP addin
https://community.jmp.com/t5/JMP-Add-Ins/Addin-for-accessing-data-sets-used-in-Modern-Marketing-Research/ta-p/22224