Choice Experiments for Pharmaceutical Marketing Research

I've spent time working in a variety of industries, including a fair portion of my career conducting marketing research among physician respondents. In modeling the prescribing decisions of physicians, pharmaceutical marketing researchers face challenges which combine to limit sample sizes while often requiring complex, sample-hungry models.

Sawtooth Software has developed a white paper that reviews some of these challenges and then surveys the variety of choice models available as remedies. It concludes with recommendations for improving models of physicians' prescribing decisions, for making models that cause less pain to respondents and analysts. You can find the paper at

Keith Chrzan
Keith Chrzan
Senior Vice President
Sawtooth Analytics