The Estimation of Choice Probabilities from Choice Based Samples

Ti-H CONCERN of this paper is the estimation of the parameters of a probabilistic choice model when choices rather than decision makers are sampled. Existing estimation methods presuppose an exogeneous sampling process, that is one in which a sequence of decision makers are drawn and their choice behaviors observed. In contrast, in choice based sampling processes, a sequence of chosen alternatives are drawn and the characteristics of the decision makers selecting those alternatives are observed. The problem of estimating a choice model from a choice based sample has suibstantive interest because data collection costs for such processes are often considerably smaller than for exogeneous sampling. Particular instances of this differential occur in the analysis of transportation behavior. For example, in studying choice of mode for work trips, it is often less expensive to survey transit users at the station and auto users at the parking lot than to interview commuters at their homes. Similarly, in examining choice of destination for shopping trips, surveys conducted at various shopping centers offer significant cost savings relative to home interviews.2 While interest in transportation applications provided the original motivation for our work, it has become apparent that choice based sampling processes can be cost effective in the analysis of numerous decision problems. In particular, wherever decision makers are physically clustered according to the alternatives they select, choice based sampling processes can achieve economies of scale not available with exogeneous sampling. Some non-transportation decision problems in which decision makers do cluster as described include the schooling decisions of students, the job decisions of workers, the medical care decisions of patients and the residential location decisions of households. Realization of the sampling cost benefits of choice based samples presupposes of course that the parameters of the underlying choice model can logically be inferred from such samples and that a tractable estimator with desirable statistical properties can be found. We shall, in this paper, confirm the logical supposition, develop a suitable estimator, and characterize the behavior of existing, exogeneous sampling, estimators in the context of choice based samples. An outline of the presentation and summary of major results follows.