Article ID: | iaor19991033 |
Country: | Netherlands |
Volume: | 97 |
Issue: | 3 |
Start Page Number: | 465 |
End Page Number: | 479 |
Publication Date: | Mar 1997 |
Journal: | European Journal of Operational Research |
Authors: | Gensch Dennis H., Ghose Sanjoy |
Compared to compensatory type choice models (e.g., logit), hierarchical choice models have been used much less frequently in the real world. This has happened even though there is a lot of evidence to suggest that the hierarchical structure is closer to the actual process by which individuals make choice. In this paper, we have considered one of the original hierarchical models (PRETREE). The PRETREE model has been heavily cited in the marketing and psychometric literatures. We wish to examine PRETREE at the aggregate level making