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JMP 11 Consumer Research by SAS Institute

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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 or characteristics that describe you such as your age, gender, ...

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