Marketing Letters

, Volume 5, Issue 4, pp 351-367

First online:

Experimental analysis of choice

  • Richard T. CarsonAffiliated withDepartment of Economics, University of California, San Diego
  • , Jordan J. LouviereAffiliated withUniversity of Utah
  • , Donald A. AndersonAffiliated withUniversity of Wyoming
  • , Phipps ArabieAffiliated withRutgers University
  • , David S. BunchAffiliated withUniversity of California
  • , David A. HensherAffiliated withUniversity of Sydney
  • , Richard M. Johnson
  • , Warren F. KuhfeldAffiliated withSAS Institute
  • , Dan SteinbergAffiliated withSan Diego State University
    • , Joffre Swait
    • , Harry TimmermansAffiliated withEindhoven University of Technology
    • , James B. WileyAffiliated withUniversity of Alberta

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Experimental choice analysis continues to attract academic and applied attention. We review what is known about the design, conduct, analysis, and use of data from choice experiments, and indicate gaps in current knowledge that should be addressed in future research. Design strategies consistent with probabilistic models of choice process and the parallels between choice experiments and real markets are considered. Additionally, we address the issues of reliability and validity. Progress has been made in accounting for differences in reliability, but more research is needed to determine which experiments and response procedures will consistently produce more reliable data for various problems.

Key words

stated preference data discrete choice models external validity