Assembling choice data

Choice Modeling for Marketing in R

Elea McDonnell Feit

Assistant Professor of Marketing, Drexel University

Choices observed in the "wild"

Purchases in the grocery store
Purchases from an online store
Viewing choices on a video streaming service
Voting for political candidates
Choice of a marriage partner

This is sometimes called "revealed preference" data.

Survey choices

Conjoint question

This is called "conjoint data" or "stated preference data".

Long format choice data

Wide format choice data

Wide choice data

Wide format choice data in R

head(sportscar_wide)

  resp_id ques segment choice seat.1 seat.2 seat.3 
1       1    1   basic      3      2      5      5  
2       1    2   basic      1      5      2      4  
3       1    3   basic      1      5      4      4    
  trans.1 trans.2 trans.3 convert.1 convert.2
1  manual    auto    auto       yes        no
2  manual  manual    auto        no        no
3    auto    auto  manual       yes       yes

nrow(sportscar_wide)

What types of chocolate do people choose?

Choice Modeling for Marketing in R