A direct utility approach can handle multiple discrete/continuous choice outcomes. However, there is a trade-off between allowing correlations between unobserved perceived qualities of two alternatives and computational burden. If we allow the correlations, then we have to do numerical...

This paper aims to examine correlations in shopping situations. First, there is a certain amount of correlation between alternative choices. Specifically, the alternatives from different categories but from a same brand might be purchased together. Second, alternative choice and quantity choice...