A Robust Share-of-Choice Model

Abstract

In this paper, we propose an approach to take into account, in a robust way, part-worth uncertainty in a share-of-choice (SOC) model. More precisely, we extend the method proposed by Wang and Curry by endogenously including competition. Indeed in their approach, competition is described exogenously and the model cannot take into account part-worth uncertainty for the competition’s products. Our extension permits us to take into account all effects of part-worth uncertainty, even those relative to the competition, and therefore improve substantially Wang and Curry’s approach.

Keywords

• share-of-choice model
• robust optimisation
• conjoint analysis