METHODS AND APPARATUS TO MODEL CONSUMER CHOICE SOURCING

Methods and apparatus are disclosed to model consumer choices. An example method includes adding, with a processor, a set of products having respondent choice data to a base multinomial logit (MNL) model, the base MNL model including an item utility parameter and a price utility parameter associated with corresponding ones of products in the set of products, generating, with the processor, a number of copies of the base MNL model to form an aggregate model based on a number of the corresponding ones of products in the set of products, each one of the number of copies of the base MNL model exhibiting an effect of an independence of irrelevant alternatives (IIA) property, proportionally affecting interrelationships, with the processor, between dissimilar ones of the number of products in the set by inserting sourcing effect values in the aggregate model to be subtracted from respective ones of the item utility parameters, estimating, with the processor, the item utility parameters of the aggregate model based on the number of copies of the base MNL model and the respondent choice data, and calculating, with the processor, the choice probability for the corresponding ones of the products in the set of products based on the estimated item utility parameters and the price utility parameters.