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In this paper we compare results from an in-store field experiment and a mail survey choice experiment (CE) to investigate CE's capacity in predicting grocery store market share. For the comparison, we used three seafood products: freshwater prawns, marine shrimp, and lobster. CE estimates were obtained via four econometric models: the conditional logit, the random parameter logit, the heteroskedastic extreme value, and the multinomial probit. We found that the level of control in the grocerydoi:10.1017/s107407080000016x fatcat:k3dkarrxijgqnhchlwmdc65b6m