Marketing Letters

, Volume 5, Issue 4, pp 351–367 | Cite as

Experimental analysis of choice

  • Richard T. Carson
  • Jordan J. Louviere
  • Donald A. Anderson
  • Phipps Arabie
  • David S. Bunch
  • David A. Hensher
  • Richard M. Johnson
  • Warren F. Kuhfeld
  • Dan Steinberg
  • Joffre Swait
  • Harry Timmermans
  • James B. Wiley


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 


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Copyright information

© Kluwer Academic Publishers 1994

Authors and Affiliations

  • Richard T. Carson
    • 1
  • Jordan J. Louviere
    • 2
  • Donald A. Anderson
    • 3
  • Phipps Arabie
    • 4
  • David S. Bunch
    • 5
  • David A. Hensher
    • 6
  • Richard M. Johnson
  • Warren F. Kuhfeld
    • 7
  • Dan Steinberg
    • 8
  • Joffre Swait
  • Harry Timmermans
    • 9
  • James B. Wiley
    • 10
  1. 1.Department of EconomicsUniversity of California, San DiegoLa Jolla
  2. 2.University of UtahUSA
  3. 3.University of WyomingUSA
  4. 4.Rutgers UniversityUSA
  5. 5.University of CaliforniaDavis
  6. 6.University of SydneyAustralia
  7. 7.SAS InstituteUSA
  8. 8.San Diego State UniversityUSA
  9. 9.Eindhoven University of TechnologyThe Netherland
  10. 10.University of AlbertaCanada

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