DISCRETE CHOICE MODELING USING NEURO-RESPONSE DATA

A system obtains neuro-response data as well as survey based data during discrete choice modeling to evaluate subject decision making processes. A discrete choice model evaluates a decision made by a subject as a function of multiple variables. Neuro-response data vectors and orthogonal survey based...

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Format Patent
LanguageEnglish
Published 25.03.2010
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Summary:A system obtains neuro-response data as well as survey based data during discrete choice modeling to evaluate subject decision making processes. A discrete choice model evaluates a decision made by a subject as a function of multiple variables. Neuro-response data vectors and orthogonal survey based data vectors are weighted and combined to generate multi-dimensional vectors. The multi-dimensional vectors are used to estimate the effectiveness of changing particular variables in modifying subject behavior.