Combining revealed and stated preferences data

M. Ben-Akiva, M. Bradley, T. Morikawa, J. Benjamin, T. Novak, H. Oppewal, V. Rao

Research output: Contribution to journalArticleResearchpeer-review

136 Citations (Scopus)


Our objective is to develop a unifying framework for the incorporation of different types of survey data in individual choice models. We describe statistical methodologies that combine multiple sources of data in the estimation of individual choice models and summarize the current state of the art of data combination methods that have been used with market research data. The most successful applications so far have combined revealed and stated preference data. We discuss different types of market and survey data and provide examples of research contexts in which one might wish to combine them. Although these methods show a great deal of promise and have already been used successfully in a number of applications, several important research issues remain. A discussion of these issues and directions for further research conclude the paper.

Original languageEnglish
Pages (from-to)335-349
Number of pages15
JournalMarketing Letters
Issue number4
Publication statusPublished - 1 Oct 1994


  • consumer behavior model estimation
  • discrete choice
  • revealed preferences
  • stated preferences

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