Menu-Based Choice (MBC) is a flexible choice modeling approach for solving a variety of multi-check (combinatorial) menu-selection problems. Examples include: choosing options to put on an automobile, selections from a restaurant menu, banking options, configuring an insurance policy, purchasing bundled vs. a la carte services including mobile phones, internet, and cable. This session will seek to introduce you to the concept, theory and practice of undertaking an MBC study, with a particualr focus on how this can be used to create Perpceptual Choice Experiments.
