Marketing Letters

, Volume 5, Issue 4, pp 351–367

Experimental analysis of choice


  • Richard T. Carson
    • Department of EconomicsUniversity of California, San Diego
  • Jordan J. Louviere
    • University of Utah
  • Donald A. Anderson
    • University of Wyoming
  • Phipps Arabie
    • Rutgers University
  • David S. Bunch
    • University of California
  • David A. Hensher
    • University of Sydney
  • Richard M. Johnson
  • Warren F. Kuhfeld
    • SAS Institute
  • Dan Steinberg
    • San Diego State University
  • Joffre Swait
  • Harry Timmermans
    • Eindhoven University of Technology
  • James B. Wiley
    • University of Alberta

DOI: 10.1007/BF00999210

Cite this article as:
Carson, R.T., Louviere, J.J., Anderson, D.A. et al. Market Lett (1994) 5: 351. doi:10.1007/BF00999210


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 datadiscrete choice modelsexternal validity

Copyright information

© Kluwer Academic Publishers 1994