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ERIC Number: ED420673
Record Type: Non-Journal
Publication Date: 1998-Apr
Pages: 8
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Discrete Choice Modeling (DCM): An Exciting Marketing Research Survey Method for Educational Researchers.
Berdie, Doug R.
Discrete Choice Marketing (DCM), a research technique that has become more popular in recent marketing research, is described. DCM is a method that forces people to look at the combination of relevant variables within each choice domain and, with each option fully defined in terms of the values for those variables, make a choice of options. DCM provides more reliable and valid results than do its more simple survey relatives because it more closely resembles the environment in which people really do make choices. DCM studies are initiated by identifying the options from which people must choose, the variables that will have an effect on the choice, and the values those variables do and can take. Market scenarios should not exceed 15 options, and each option should not have more than 15 variables. Because of the need to show people scenarios, DCM is best accomplished in either an in-person setting or on the telephone. When interviews are completed, the results are typically analyzed using multinomial logistic regression models. The main advantage of DCM is that it forces people to confront situations that closely resemble the real world. The major limitation is that it is extremely difficult to calculate individual utility scores for each respondent, and the value of such calculations is still questioned. Results from DCM are therefore not as useful as some other techniques for segmentation studies, (Contains nine references.) (SLD)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A