Experimental conjoint choice analysis is among the most frequently used methods for measuring and analyzing consumer preferences. The data from such experiments have been typically analyzed with the Multinomial Logit (MNL) model. However, there are several problems associated with the standard...

A computationally attractive model for the analysis of conjoint choice experiments is the mixed multinomial logit model, a multinomial logit model in which it is assumed that the coefficients follow a (normal) distribution across subjects. This model offers the advantage over the standard...