| 离散选择模型在市场研究中的应用 |
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| 引用本文： | 黄晓兰,沈浩. 离散选择模型在市场研究中的应用[J]. 中国传媒大学学报, 2002, 9(4): 34-42. DOI: 10.3969/j.issn.1673-4793.2002.04.005 |
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| 作者姓名： | 黄晓兰 沈浩 |
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| 作者单位： | 1. 北京广播学院,媒体管理学院,北京,100024;2. 北京广播学院,调查统计研究所,北京,100024 |
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| 摘 要： | 离散选择模型是一种复杂、非线性的多元统计分析方法和市场研究技术,主要基于消费者对产品/服务的选择来模拟费者的购买行为.本文通过手机话费价格研究介绍了离散选择模型的基本原理和操作步骤,以及采用Multinomial Logit Model计算属性效用值、选择概率和模拟市场占有率,获得价格弹性曲线的方法.
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| 关 键 词： | 属性 水平 正交实验设计 选择集 效用值 选择概率、Multinomial Logit Model |
| 文章编号： | 1007-8819(2002)04-0034-09 |
| 修稿时间： | 2002-05-16 |
Application of Discrete Choice Model in Marketing Research |
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| Huang Xiao-lan Shen Hao. Application of Discrete Choice Model in Marketing Research[J]. Journal of Communication University of China Science and TEchnology, 2002, 9(4): 34-42. DOI: 10.3969/j.issn.1673-4793.2002.04.005 |
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| Authors: | Huang Xiao-lan Shen Hao |
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| Abstract: | Discrete choice, using the multinomial logit model, is sometimes referred to as "choice-based conjoint." This paper shows you how to use the multinomial logit model to investigate consumer's stated choices. The multinomial logit model is an alternative to full-profile conjoint analysis and is extremely popular in marketing research. We will discuss designing a choice experiment, preparing the questionnaire, coding and processing the data, performing the analysis, and interpreting the results. An example of Mobile phone charge price is given to illustrate the concepts, procedures and application of DCM. |
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| Keywords: | attributes utilities choice set choice probability multinomial logit model |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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