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Commentary—Discussion of "Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test"

Centre for the Study of Choice (CenSoC), Faculty of Business, The University of Technology, Sydney, New South Wales 2007, Australia
Faculty of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada
jordan.louviere{at}uts.edu.au
swaitjd{at}swaitworld.org

We discuss the Salisbury and Feinberg paper [Salisbury, L. C., F. M. Feinberg. 2009. Alleviating the constant stochastic variance assumption in decision research: Theory, measurement, and experimental test. Marketing Sci., ePub ahead of print November 3, http://mktsci.journal.informs.org/cgi/content/abstract/mksc.1080.0464v1], setting their contribution in the historical context of the wider literature on the role of error variability in discrete choice models. We discuss the seminal nature of their contribution and suggest that the paper should be required reading for current and future Ph.D. students.

Key Words: choice models; stochastic utility; variance
History: Received: October 23, 2008; accepted: November 11, 2008.