Visualizing choice data

Choice Modeling for Marketing in R

Elea McDonnell Feit

Assistant Professor of Marketing, Drexel University

xtabs(~ trans, data = sportscar)

trans
  auto manual 
  3001   2999

xtabs(~ trans + choice, data = sportscar)

        choice
trans       0    1
  auto   1673 1328
  manual 2327  672

xtabs(choice ~ trans, data=sportscar)

trans
  auto manual 
  1328    672

Plotting the output of xtabs()

plot(xtabs(~ trans + choice, data = sportscar))

Trans choice counts

plot(xtabs(~ trans + segment + choice, data = sportscar))

Trans segment choice counts

Choice Modeling for Marketing in R