Marketing Letters

, Volume 5, Issue 4, pp 335–349 | Cite as

Combining revealed and stated preferences data

  • M. Ben-Akiva
  • M. Bradley
  • T. Morikawa
  • J. Benjamin
  • T. Novak
  • H. Oppewal
  • V. Rao


Our objective is to develop a unifying framework for the incorporation of different types of survey data in individual choice models. We describe statistical methodologies that combine multiple sources of data in the estimation of individual choice models and summarize the current state of the art of data combination methods that have been used with market research data. The most successful applications so far have combined revealed and stated preference data. We discuss different types of market and survey data and provide examples of research contexts in which one might wish to combine them. Although these methods show a great deal of promise and have already been used successfully in a number of applications, several important research issues remain. A discussion of these issues and directions for further research conclude the paper.

Key words

discrete choice revealed preferences stated preferences consumer behavior model estimation 


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Copyright information

© Kluwer Academic Publishers 1994

Authors and Affiliations

  • M. Ben-Akiva
    • 1
  • M. Bradley
  • T. Morikawa
  • J. Benjamin
  • T. Novak
  • H. Oppewal
  • V. Rao
  1. 1.Massachusetts Institute of TechnologyCambridge

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