A unified mixed logit framework for modeling revealed and stated preferences: Formulation and application to congestion pricing analysis in the San Francisco Bay Area

This paper formulates and applies a unified mixed-logit framework for joint analysis of revealed and stated preference data that accommodates a flexible competition pattern across alternatives, scale difference in the revealed and stated choice contexts, heterogeneity across individuals in the intrinsic preferences for alternatives, heterogeneity across individuals in the responsiveness to level-of-service factors, state dependence of the stated choices on the revealed choice, and heterogeneity across individuals in the state dependence effect. The estimation of the mixed logit formulation is achieved using simulation techniques that employ quasi-random Monte Carlo draws. The formulation is applied to examine the travel behavior responses of San Francisco Bay Bridge users to changes in travel conditions. The data for the study are drawn from surveys conducted as part of the 1996 San Francisco Bay Area Travel Study. The results of the mixed logit formulation are compared with those of more restrictive structures on the basis of parameter estimates, implied trade-offs among level-of-service attributes, heterogeneity and state dependence effects, data fit, and substantive implications of congestion pricing policy simulations.