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  3. Choice Modeling for Marketing in R

Exercise

Interaction between brand and type

The chocolate data is loaded as an mlogit.data object and ready to go. Feel free to inspect it to refresh your memory. Once you've done that, you are going to fit a model with an interaction between Brand and Type.

Instructions

100 XP
  • Add a formula to the mlogit() command for a model with Brand, Type, Price, and the interaction between Brand and Type. Remember that the Selection column contains the observed choice and don't forget to leave out the intercept.
  • Summarize choc_m4 to see its model coefficients.