In this paper we focus on a new research tool, that has become feasible due to the availability of interactive computer programs. We deal with the theoretical background, experimental development and applications of a program for computer assisted decision making. Although the decision making of consumers and managers has always been of great interest to market researchers, hardly any computerized tools have been available to them.
In this paper we will outline an approach that is substantially different from this traditional method, one that starts at a strictly individual level and tries to find from this position more generalisable conclusions. To be more specific, we will test the idea that individual choice between political parties in the Netherlands can be described and predicted by means of a set of specific attributes and the specific way in which these are combined (ie. the choice model).