AbstractThis chapter addresses basic topics related to choice data analysis. It starts by describing the coding of attribute levels and choosing the functional form of the attributes in the utility function. Next, it focuses on econometric models with special attention devoted to the random parameter mixed logit model. In this context, the chapter compares different coefficient distributions to be used, addresses specifics of the cost attribute coefficient and it pays attention to potential correlations between random coefficients. Finally, topics related to the estimation procedure such as assuring its convergence or random draws are discussed.