An Integrated Model of Discrete Choice and Response Time

42 Pages Posted: 29 Mar 2006

See all articles by Thomas Otter

Thomas Otter

Goethe University Frankfurt - Department of Marketing

Greg M. Allenby

Ohio State University (OSU) - Department of Marketing and Logistics

Trisha Van Zandt

Ohio State University

Date Written: September 2007

Abstract

Computer and web-based interviewing tools have made response times ubiquitous in marketing research. These data are used as an indicator of data quality by practitioners, and of latent processes related to memory, attributes and decision making by academics. We investigate a Poisson race model with choice and response times as dependent variables. The model facilitates inference about respondent preference for choice alternatives, their diligence in providing responses, and the accessibility of attitudes/the speed of thinking. Thus, the model distinguishes respondents who are quick to think versus those who react quickly but without much thought. Empirically, we find support for the endogenous nature of response times and demonstrate that models that treat response times as exogenous variables may result in misleading inferences.

Keywords: Poisson Process, Choice Model, Bayesian Analysis, Human Information Processing

JEL Classification: C11, C33, C34, D83, M31

Suggested Citation

Otter, Thomas and Allenby, Greg M. and Van Zandt, Trisha, An Integrated Model of Discrete Choice and Response Time (September 2007). Fisher College of Business Working Paper No. 2006-01-007, Available at SSRN: https://ssrn.com/abstract=893567 or http://dx.doi.org/10.2139/ssrn.893567

Thomas Otter (Contact Author)

Goethe University Frankfurt - Department of Marketing ( email )

Frankfurt
Germany
++49.69.798.34646 (Phone)

HOME PAGE: http://www.marketing.uni-frankfurt.de/index.php?id=97?&L=1

Greg M. Allenby

Ohio State University (OSU) - Department of Marketing and Logistics ( email )

Fisher Hall 524
2100 Neil Ave
Columbus, OH 43210
United States

Trisha Van Zandt

Ohio State University ( email )

1885 Neil Avenue
Columbus, OH 43210
United States

HOME PAGE: http://maigret.psy.ohio-state.edu/~trish/

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
331
Abstract Views
2,377
rank
98,697
PlumX Metrics