Assessing the impact of school marketing: conjoint choice experiments incorporating availability and substitution effects

In this paper we illustrate the idea that conventional conjoint choice mode ls are not well suited to the modelling of parents' school choices for the purpose of assessing the impact of school policies on school choice. We app ly an extended legit model formulation to capture the differential competit ion between and among elementary schools of different or the same denominat ion. Aggregate models are compared with models estimated separately for dif ferent religious groups and it is found that these segment-based models per form best if substitution and availability effects are included.