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In recent years there has been a growing interest in the development and application of quantitative statistical methods to study choices made by individuals. This primer provides an introduction to the main techniques of choice analysis and also includes detail on data collection and preparation, model estimation and interpretation and the design of choice experiments. A companion website provides practice data sets and software to apply modeling and data skills presented in the book. An invaluable resource to students and of value to anyone interested in choice analysis and modelling.