Abstract In this paper we derive locally optimal designs for discrete choice experiments. As in Kanninen (2002) we consider a multinomial logistic model, which contains various qualitative attributes as well as a quantitative one, which may range over a sufficiently large interval. The derived optimal designs improve upon those given in the literature, but have the feature that every choice set contains alternatives, which coincide in all but the quantitative attributes. The multinomial logistic model will then lead to a response behavior, which is apparently unrealistic.