{"id":21306,"date":"2016-06-20T08:00:52","date_gmt":"2016-06-20T15:00:52","guid":{"rendered":"http:\/\/www.questionpro.com\/blog\/?p=21306"},"modified":"2023-08-23T06:09:03","modified_gmt":"2023-08-23T06:09:03","slug":"discrete-choice-model","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/discrete-choice-model\/","title":{"rendered":"With Discrete Choice Model Understand What’s Important In Consumer Decision-Making Process"},"content":{"rendered":"
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Questions\u2026there are so many ways to ask questions on market research surveys. This second post on Discrete Choice Model compares Discrete Choice Model to other question formats that you may be adept at using. From the prior post ,we saw that Discrete Choice Model allows us to measure what is important in a consumer\u2019s decision calculus. Any given consumer can be price-sensitive, or place higher value on other features (also known as attributes in Discrete Choice Model). For example, I might be willing to pay a higher price for an airline seat that has more room whereas other consumers might place greater value on non-stop flights, minimal delays, lower baggage fees, etc.<\/p>\n\n\n\n

How do we measure what is important to a consumer<\/a>? In the survey world, we ask questions. Those in the big data world may argue that transactional data is a better way, but we will save that argument for another day. What is true is how the question is asked greatly influences the resulting data we have to make decisions with. Two common question formats used to assess importance include Likert Scales<\/a> and Constant-Sums. Both of these formats, although used frequently, have their drawbacks including:<\/p>\n\n\n\n