Effects of simplifying choice tasks on estimates of taste heterogeneity in stated-choice surveys.

Journal Article (Journal Article)

Researchers usually employ orthogonal arrays or D-optimal designs with little or no attribute overlap in stated-choice surveys. The challenge is to balance statistical efficiency and respondent burden to minimize the overall error in the survey responses. This study examined whether simplifying the choice task, by using a design with more overlap, provides advantages over standard minimum-overlap methods. We administered two designs for eliciting HIV test preferences to split samples. Surveys were undertaken at four HIV testing locations in San Francisco, California. Personal characteristics had different effects on willingness to pay for the two treatments, and gains in statistical efficiency in the minimal-overlap version more than compensated for possible imprecision from increased measurement error.

Full Text

Duke Authors

Cited Authors

  • Johnson, FR; Ozdemir, S; Phillips, KA

Published Date

  • January 2010

Published In

Volume / Issue

  • 70 / 2

Start / End Page

  • 183 - 190

PubMed ID

  • 19880234

Pubmed Central ID

  • PMC3152257

Electronic International Standard Serial Number (EISSN)

  • 1873-5347

Digital Object Identifier (DOI)

  • 10.1016/j.socscimed.2009.10.021


  • eng

Conference Location

  • England