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In this paper, we demonstrate the need and the benefits of data unconstraining and develop a data unconstraining method to address the dual issues of estimation of demand and substitution rates when there are unobserved substitutions among choice alternatives. We compare the effectiveness of the proposed technique by comparing it against the popular techniques available in extant literature.<\/jats:p>","DOI":"10.4018\/ijisscm.2019010103","type":"journal-article","created":{"date-parts":[[2018,11,30]],"date-time":"2018-11-30T11:26:49Z","timestamp":1543577209000},"page":"51-65","source":"Crossref","is-referenced-by-count":0,"title":["Demand Estimation When There Are Unobservable Substitutions Amongst Choice Alternatives"],"prefix":"10.4018","volume":"12","author":[{"given":"Lihua","family":"Bai","sequence":"first","affiliation":[{"name":"Spirit Airlines, Coral Gables, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuan","family":"Ren","sequence":"additional","affiliation":[{"name":"Shanghai Dianji University, Shanghai, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nazrul I.","family":"Shaikh","sequence":"additional","affiliation":[{"name":"Department of Industrial Engineering, University of Miami, Coral Gables, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJISSCM.2019010103-0","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1520-6750(199609)43:6<839::AID-NAV4>3.0.CO;2-5"},{"key":"IJISSCM.2019010103-1","unstructured":"Anderson-Consulting. 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