With the ever increasing number of opportunities, in every aspect of modem life, making choices becomes part of our daily routine. It is thus only natural that social scientists have started to study human choice behavior. Early efforts focused on modeling aggregate choice patterns of home buyers, shoppers, travelers, and others. Later studies, aiming to achieve more realistic results, have concentrated on simula ting disaggregate behavior. The most recent approach in choice research is the so-called Discrete Choice Modeling. It is a front-line area mainly in contemporary transportation,...