Abstract
This article examines by means of Conjoint Analysis(CA) the health care choice in Japanese people suffering from the common cold. CA is a stated preference technique that uses a survey and involves the hypothetical scenarios. Estimates obtained from CA might be biased because it is difficult to keep the questionnaire accurate under hypothetical scenarios. This article is the first attempt to evaluate the magnitude of the bias in CA, by comparison with actual behavior. Using information about people who have actually no health insurance, our empirical result show that CA biases are around 12%. Keyword: Conjoint Analysis, CA bias, Demand elasticity for medical care, Minor illness
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