Choice Modeling

The theoretical underpinnings to most of the modeling we will do in this course can be found in the book “Discrete Choice Methods with Simulation” by Dr. Kenneth Train. The book is available freely on the web at


For learning the basics of R, I recommend referencing my book “Programming for Analytics in R”, by Professor Helveston. The book is available freely on the web at

General Programming in R

Data Analysis in R

RStudio “Cheatsheets”

Visualizing Data

Principles of data visualization

  • Healy, Kieran. “Data Visualization: A practical introduction” [free online], [buy on amazon]
  • Wilke, Claus O. “Fundamentals of Data Visualization” [free online], [buy on amazon]
  • Video: How Humans See Data, by John Rauser. This is probably the best overviews I’ve seen on how to exploit the psychology of how our brains interpret images to make effective visualizations.

Choosing the right chart

You will want to choose different chart types depending on the relationship or message you want to convey. Fortunately, we live in the future and awesome people have created wonderful tools to help you find the most appropriate graph for your data. Take a look through some of these resources - these will come in handy when you start working on your final project:

Making plots with ggplot2

Polishing ggplot2 plots

Choosing colors

Animating ggplot2 plots


Helpful Tutorials


When all else fails…

You will inevitably run into problems; things won’t work the way you expect, and you’ll get lots of confusing error messages. When this happens, many turn to the following tried and true problem-solving approaches: