The marketing literature often argues that the random coefficient logit model gives more realistic results than the homogeneous logit. The purpose of this paper is to show that the random coefficients logit improves upon, but does not completely solve the problems of the homogeneous logit. We...

Different objectives such as category demand expansion or market share stealing warrant the use of different marketing instruments. To help brand managers make informed decisions, it is essential that marketing mix models appropriately measure their effects. Random Utility Models (RUM) that have...