JMP 12 Online Documentation (English)
Discovering JMP
Using JMP
Basic Analysis
Essential Graphing
Profilers
Design of Experiments Guide
Fitting Linear Models
Specialized Models
Multivariate Methods
Quality and Process Methods
Reliability and Survival Methods
Consumer Research
Scripting Guide
JSL Syntax Reference
JMP iPad Help
JMP Interactive HTML
Capabilities Index
JMP 13.2 Online Documentation
Consumer Research
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Choice Models
• Choice Modeling Platform Overview
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Choice Modeling Platform Overview
Choice modeling, pioneered by McFadden (1974), is a powerful analytic method used to estimate the probability of individuals making a particular choice from presented alternatives. Choice modeling is also called conjoint modeling, discrete choice analysis, and conditional logistic regression.
The Choice Modeling platform uses a form of conditional logistic regression. Unlike simple logistic regression, choice modeling uses a linear model to model choices based on response attributes and not solely upon subject characteristics. For example, in logistic regression, the response might be whether you buy brand A or brand B as a function of ten factors. The response could also be considered characteristics that describe you such as your age, gender, income, education, and so on. However, in choice modeling, you might be choosing between two cars that are a compound of ten attributes such as price, passenger load, number of cup holders, color, GPS device, gas mileage, anti-theft system, removable-seats, number of safety features, and insurance cost.
When engineers design a product, they routinely make hundreds or thousands of small design decisions. Most of these decisions are not tested by prospective customers. Consequently, these products are not optimally designed. However, if customer testing is not too costly and test subjects (prospective customers) are readily available, it is worthwhile to test more of these decisions via consumer choice experiments.
Modeling costs have recently decreased with improved product and process development techniques and methodologies. Prototyping, including pure digital prototyping, is becoming less expensive, so it is possible to evaluate the attributes and consequences of more alternatives. Another important advancement is the use of the Internet to deliver choice experiments to a wide audience. You can now inform your customers that they can have input into the design of the next product edition by completing a web survey.
Choice modeling can be added to Six Sigma programs to improve consumer products. Six Sigma aims at making products better by improving the manufacturing process and ensuring greater performance and durability. But, Six Sigma programs have not addressed one very important aspect of product improvement—making the products that people actually want. Six Sigma programs often consider the Voice of the Customer and can use customer satisfaction surveys. These surveys can disclose what is wrong with the product, but they fail to identify consumer preferences with regard to specific product attributes. Choice experiments provide a tool that enables companies to gain insight for actual customer preferences. Choice modeling analysis can reveal such preferences.
Market research experiments have a long history of success, but performing these experiments has been expensive, and research has previously focused on price elasticity and competitive situations. It is by using these same techniques for product design engineering where choice modeling can have the most impact.