Wedel, Michel; Kamakura, Wagner A.; Arora, Neeraj; … - 1999
We attempt to provide insights into how heterogeneity has been and can be addressed in choice modeling. In doing so, we … deal with three topics: Models of heterogeneity, Methods of estimation and Substantive issues. In describing models we … focus on discrete versus continuous representations of heterogeneity. With respect to estimation we contrast Markov Chain …