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"A Combined Simply Scalable and Tree-Based Preference Model"
Journal of Business Research,
Publication type: Journal article
Research Archive Topic: Marketing
This article proposes a model that nests both a strict tree model and the Luce choice model. The multiplicative formulation allows for easy estimation using least-squares procedures. The model is shown to be more parsimonious than the hierarchical elimination method and in a small illustration, to significantly out-perform Luce in predicting soft-drink preferences.
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