To cite Rchoice in publications use:

Mauricio Sarrias (2016). Discrete Choice Models with Random Parameters in R: The Rchoice Package. Journal of Statistical Software, 74(10), 1-31.<doi:10.18637/jss.v074.i10>

Corresponding BibTeX entry:

  @Article{,
    title = {Discrete Choice Models with Random Parameters in {R}: The
      {Rchoice} Package},
    author = {Mauricio Sarrias},
    journal = {Journal of Statistical Software},
    year = {2016},
    volume = {74},
    number = {10},
    pages = {1--31},
    doi = {10.18637/jss.v074.i10},
  }