The author discusses the use of the linear logit model in marketing research. A brief review of the linear logit model focuses on model formulation, estimation, evaluation, and inference procedures. Some of the underlying properties of the linear logit model which have not received due attention in marketing research are examined. Also presented are some recent developments in testing for independence of irrelevant alternatives, discrete choice models free of this assumption, modification to the standard logit model to account more adequately for specification errors, and logit estimation procedures in choice-based sampling. The author concludes by identifying several directions for future research in this area.
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