Estimation of Product Attributes and Their Importances

At this point in time, there is no generally accepted methodology for explaining and predicting human behavior given a product choice situation. This is true despite the critical importance of such meth­ odology to marketing, transportation and urban planning. While the social sciences provide numerous theories to be tested and the mathe­ matical and statistical procedures exist in general to do so, at this point, no single unified theory has emerged. It is generally accepted that to explai...