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Using Attribute Importance Rankings Within Discrete Choice Experiments: An Application to Valuing Bread Attributes
Author(s) -
Balcombe Kelvin,
Bitzios Michail,
Fraser Iain,
HaddockFraser Janet
Publication year - 2014
Publication title -
journal of agricultural economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.157
H-Index - 61
eISSN - 1477-9552
pISSN - 0021-857X
DOI - 10.1111/1477-9552.12051
Subject(s) - respondent , ranking (information retrieval) , rank (graph theory) , debriefing , econometrics , mode (computer interface) , bayesian probability , computer science , statistics , economics , information retrieval , mathematics , combinatorics , political science , law , operating system
We present a new Bayesian econometric specification for a hypothetical Discrete Choice Experiment (DCE) incorporating respondent ranking information about attribute importance. Our results indicate that a DCE debriefing question that asks respondents to rank the importance of attributes helps to explain the resulting choices. We also examine how mode of survey delivery (online and mail) impacts model performance, finding that results are not substantively affected by the mode of survey delivery. We conclude that the ranking data are a complementary source of information about respondent utility functions within hypothetical DCEs.