To cite Rchoice in publications use:

Sarrias M (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},
  }