Choice Modelling: A Non-Technical Introduction

What is choice modelling? Ask a consumer how important it is that a car they are about to buy be fuel efficient and they may respond with an 8 or a 9 on a 10-point scale, where 10 is very important. Ask how important it is that the car has a modern design. Or that the car is well-appointed. Has safety features and is reasonably priced? You are likely to find that the consumer hovers around the top end of the scale for all of these attributes, suggesting all attributes are more or less equally important. 
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