This primer provides an unintimidating introduction to the main techniques of choice analysis. A companion website provides practice data sets and software to apply all modeling and data skills presented in the book. An invaluable resource to students and of value to anyone else interested in choice analysis and modelling.
"One cannot imagine a better introduction to choice modeling. The authors manage to bring a vivid, storytelling voice to this complex topic, with language that has personality and rhythm. The various interrelated concepts and procedures that constitute choice modeling come across as simple and straightforward. An amazing feat. The ins-and-outs of a computer code are also taught along with the statistical methods. This integration of computer language within the text is unusual and highly valuable, giving readers all the steps that are needed to implement the methods on their own data." (Kenneth Train, Adjunct Professor, Department of Economics, University of California, Berkeley)