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  3. Choice Modeling for Marketing in R

Exercise

Create mlogit.data object

I've pre-loaded the mlogit package and a data frame called chocolate_df that has the chocolate data in long format. We want to fit a choice model to this data, but first we need to convert it to an mlogit.data object. This can be tricky, but it is vital to using mlogit() successfully. Before you start writing code, type head(chocolate_df) directly into the console so that you can refer to the column names.

Instructions

100 XP
  • Identify the names of the columns where the choice and the alternative numbers are stored. Fill in the names of the columns for the choice and the alt.var in the mlogit.data() command.
  • Identify the column numbers where the attributes Brand, Price and Type are stored. Pass these column numbers as a vector for the varying input in the mlogit command.
  • Use str() to confirm that you've converted the data to an mlogit.data object.