Course · 3. Menu-based choice (MBC)
What menu-based choice is
In a choice-based (CBC) task, a respondent picks one product from a shelf. In a menu-based (MBC) task, they build an order from a menu: any combination of items, or nothing. A lunch café's menu, the options on a car, the add-ons to a phone contract, the channels in a TV package: each is a menu.
Menus raise questions that a single pick cannot answer:
- Which items go together? Crisps sell with a sandwich; coffee and tea compete for the same slot.
- What does a price change do to the rest of the order? A cheaper salad sells more salads, and may sell fewer sandwiches.
- Who comes back for what? Some links between items are about the person (a lasting taste for healthy food); others are about the day (came in for a quick lunch). Only the first carries over to the next visit.
- How many customers does a range reach over a month of visits, not just on one visit?
How a survey works
Each respondent sees several versions of the menu, with prices moved up or down from the usual, and ticks everything they would buy. The order of the menus is kept: the same person, menu after menu, is what lets the model separate their lasting tastes from the occasion.
What Chosŏn gives you
One model for all the items together, with every pair's link estimated, at any menu size from a handful of items to 30 or more. Results come in plain words, price sensitivities with 95% ranges, and a simulator for menu, price and reach questions.
Try it in the tutorial: the question
Next: Your menu data
Tutorial links open the example project in the app; it is free and needs a free account.