Designing discrete choice experiments: Do optimal designs come at a price?

Louviere, JJ; Islam, T; Wasi, N; Street, D; Burgess, L

Designing discrete choice experiments: Do optimal designs come at a price?

Louviere, JJ Islam, T Wasi, N Street, D

Burgess, L

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Publication Type:: Journal Article
Citation:: Journal of Consumer Research, 2008, 35 (2), pp. 360 - 375
Issue Date:: 2008-08-01

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Field	Value	Language
dc.contributor.author	Louviere, JJ	en_US
dc.contributor.author	Islam, T	en_US
dc.contributor.author	Wasi, N	en_US
dc.contributor.author	Street, D https://orcid.org/0000-0002-4476-0656	en_US
dc.contributor.author	Burgess, L	en_US
dc.date.issued	2008-08-01	en_US
dc.identifier.citation	Journal of Consumer Research, 2008, 35 (2), pp. 360 - 375	en_US
dc.identifier.issn	0093-5301	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10078
dc.description.abstract	In discrete choice experiments, design decisions are crucial for determining data quality and costs. While high statistical efficiency designs are desirable, they may come at a price If they increase the cognitive burden for respondents. We address this problem by designing 44 experiments that systematically vary numbers of attributes and attribute level differences. Our results for two product categories suggest that respondents systematically are less consistent In answering choice questions as statistical efficiency increases. This relationship holds regardless of the number of attributes and is statistically significant even if one accommodates preference heterogeneity. Implications for practice and future research are discussed. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.	en_US
dc.relation.ispartof	Journal of Consumer Research	en_US
dc.relation.isbasedon	10.1086/586913	en_US
dc.subject.classification	Marketing	en_US
dc.title	Designing discrete choice experiments: Do optimal designs come at a price?	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	35	en_US
utslib.for	150505 Marketing Research Methodology	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1701 Psychology	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Faculty of Science/School of Mathematical and Physical Sciences
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
pubs.organisational-group	/University of Technology Sydney/Strength - CHERE - Centre for Health Economics Research and Evaluation
utslib.copyright.status	closed_access
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	35	en_US

Abstract:

In discrete choice experiments, design decisions are crucial for determining data quality and costs. While high statistical efficiency designs are desirable, they may come at a price If they increase the cognitive burden for respondents. We address this problem by designing 44 experiments that systematically vary numbers of attributes and attribute level differences. Our results for two product categories suggest that respondents systematically are less consistent In answering choice questions as statistical efficiency increases. This relationship holds regardless of the number of attributes and is statistically significant even if one accommodates preference heterogeneity. Implications for practice and future research are discussed. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/10078