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  3. Choice Modeling for Marketing in R

Exercise

Interaction between price and trial

The chocolate data is still loaded. Next, let's look at an interaction between price and a variable that isn't a product attribute. We don't have any variables describing the user in this data, but we do have the variable Trial, which indicates the order of the 25 choice questions that each respondent answered. They are numbered 1 through 25.

Instructions

100 XP
  • Add a formula to the mlogit() call for a model with Brand, Type, Price, and the interaction between Price and Trial. Don't forget to leave out the intercept.
  • Use summary to see the model coefficients for choc_m5. Find the coefficients for the interaction.