방법 비교

	Nested Logit Brand Choice	Scanner Panel Analysis
분야	마케팅	마케팅
계열	Regression model	Regression model
기원 연도	1978	1983
창시자	Daniel McFadden	Peter M. Guadagni & John D. C. Little
유형	Generalized-extreme-value discrete-choice model	Disaggregate multinomial-logit brand-choice model
원전	McFadden, D. (1978). Modelling the Choice of Residential Location. In A. Karlqvist, L. Lundqvist, F. Snickars, & J. Weibull (Eds.), Spatial Interaction Theory and Planning Models (pp. 75-96). North-Holland. ISBN: 9780444851826	Guadagni, P. M., & Little, J. D. C. (1983). A Logit Model of Brand Choice Calibrated on Scanner Data. Marketing Science, 2(3), 203-238.
별칭	Nested Multinomial Logit, Hierarchical Choice Model, Tree-Structured Logit, GEV Nested Logit	Scanner Panel Logit, Guadagni-Little Model, Household Panel Choice Model, Loyalty-Variable Logit
관련	3	3
요약	The nested logit model of brand choice relaxes the restrictive independence-of-irrelevant-alternatives (IIA) assumption of the standard multinomial logit by grouping similar alternatives into nests. Developed by Daniel McFadden as a member of the generalized-extreme-value (GEV) family, it allows the unobserved utilities of alternatives within the same nest to be correlated while keeping a tractable closed form. In a brand-choice setting the natural structure is a tree: consumers first effectively choose a category, sub-category, or product form and then a brand within it, with an inclusive-value term carrying the expected utility of the lower level up to the upper level. The dissimilarity parameter on each nest measures within-nest correlation and reduces to ordinary logit when it equals one. The result is a model whose substitution patterns are far more realistic than plain logit — a price cut on one brand draws disproportionately from its nest-mates — while remaining estimable by maximum likelihood. It is a workhorse for choice analysis when alternatives fall into obvious clusters.	Scanner panel analysis models individual households' brand choices using the purchase histories captured by UPC scanner panels, in which the same households are tracked occasion by occasion with the brand chosen and the prices and promotions they faced. The defining method is Guadagni and Little's 1983 multinomial logit of brand choice, the first model to put scanner panel data to serious analytical use. Its signal innovation is the loyalty variable: an exponentially smoothed measure of each household's past brand purchases that enters the utility function and captures persistent brand preference and state dependence. Alongside loyalty, the model includes price, promotion, and brand intercepts, and yields the probability that a household buys each brand on a given occasion. From the fitted model one recovers price and promotion elasticities at the individual level and can simulate how marketing actions shift choices. The framework launched the modern era of disaggregate choice modeling and remains the reference point for scanner-based brand-choice analysis.