Convert from wide to long

The chocolate_wide data is loaded for you. I'd like you to convert it to long format using reshape(). I've gotten you started by providing the inputs required to get the columns in the new data labeled correctly. You can fill in the most important inputs that tell reshape() how to transform the data.

This exercise is part of the course

Choice Modeling for Marketing in R

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Exercise instructions

Fill in the data that we want to start with: chocolate_wide.
Fill in the form we want to tranform the data to: long.
Fill in the columns that contain the Brand, Price and Type for the three alternatives in each choice question. You may need to look at the data to figure this out using str() or head(). I've started by filling in the Brand columns for you.
After you've finished the reshape() command, use head() to confirm that the data has been properly transformed.

Hands-on interactive exercise

Have a go at this exercise by completing this sample code.

# use reshape() to change the data from wide to long 
chocolate <- reshape(data= ___ , direction="____", 
                     varying = list(Brand=3:5, Price=____, Type=____), 
                     v.names=c("Brand", "Price", "Type"), timevar="Alt")
                     
# use head() to confirm that the data has been properly transformed

Edit and Run Code

Choice Modeling for Marketing in R

AdvancedSkill Level

4.8+

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Our goal for this chapter is to get you through the entire choice modeling process as quickly as possible, so that you get a broad understanding of what we can do with choice models and how the choice modeling process works. The main idea here is that we can use a choice model to understand how customers' product choices depend on the features of those products. Do sportscar buyers prefer manual transmissions to automatic? By how much? In order to give you an overview, we will skip over many of the details. In later chapters, we will go back and cover important issues in preparing data, specifying and interpreting models and reporting your findings, so that you are fully prepared to use these methods with your own choice data.

Exercise 1: Why choice?Exercise 2: Choice data Exercise 3: Inspecting choice data Exercise 4: Finding the levels of a factor Exercise 5: Inspecting a choice observation Exercise 6: What did people choose?Exercise 7: Fitting and interpreting a choice model Exercise 8: Fitting a choice model Exercise 9: Interpreting parameters Exercise 10: Using choice models to make decisions Exercise 11: Predicting choice shares Exercise 12: Plotting choice shares