Discrete-choice Survey Research Articles

The construction of preferences for crux and sentinel product attributes

Designers often attempt to find preferences that users have for products and their attributes. Applying theory from behavioural psychology, we demonstrate that product preferences are not ‘found’ in people, but rather constructed by people on an as-needed basis. The demonstration explores the relationship between crux product attributes, which are both important and difficult for people to assess, and sentinel attributes, which are easy to assess and have a perceived association with a crux attribute. A relationship between crux and sentinel attributes is proposed, supported by the results of a case study involving design of paper towels, where a discrete choice survey is analysed using a new technique called the full factorial marketplace. We generalise our approach to a constructed preferences design method that can be used to identify crux/sentinel relationships between product attributes.

Women's Preferences for Attributes of First-Trimester Miscarriage Management: A Stated Preference Discrete-Choice Experiment

ObjectiveTo elicit women's preferences for attributes of alternative management options for first-trimester miscarriage. MethodsA stated preference discrete-choice experiment was conducted among 1198 women with a confirmed pregnancy of less than 13 weeks gestation, who had been diagnosed with either an incomplete miscarriage or missed miscarriage/early fetal demise and who had been recruited as part of a randomized controlled trial (miscarriage treatment [MIST] trial) comparing expectant, medical, and surgical miscarriage. Six attributes, each with three or four levels, were used in the statistical design. An orthogonal main effects design was generated (i.e., a design where the attributes are independent of each other) and the choice sets devised according to the principles of minimum overlap and level balance. A cost attribute was included to allow estimation of willingness to pay (WTP) values. Three different questionnaires were designed such that women were asked their preferences for attributes of the two management options they had not been allocated to in the trial. ResultsA total of 630 women completed the stated preference discrete-choice survey questionnaires: 189 out of 398 women (47.5%) allocated to expectant management, 223 out of 398 women (56.0%) allocated to medical management, and 218 out of 402 women (54.2%) allocated to surgical management. For each of the three discrete-choice survey questionnaires, women expressed a clear preference for decreased levels of all six attributes (time spent at the hospital receiving treatment, level of pain experienced, number of days of bleeding after treatment, time taken to return to normal activities after treatment, cost of treatment to women, and chance of complications requiring more time or readmission to hospital). For each of the three discrete-choice survey questionnaires, the highest valued attribute in terms of WTP was for a reduction in pain levels followed by time taken to return to normal activities after treatment. On aggregate, surgical management was valued more highly than expectant and medical management by women allocated to medical and expectant management, respectively, and medical management was valued more highly than expectant management by women allocated to surgical management. This held true regardless of the application of either hypothetical data for each attribute generated by the pretrial-designed discrete-choice experiment questionnaires or actual data for each attribute observed in the MIST trial. ConclusionsThe preference results generated by this study suggest that many women undergoing management of first-trimester miscarriage would value being offered alternatives to expectant management. The data from this study should be considered by decision-makers in conjunction with the clinical and cost-effectiveness evidence base in this area as well as consideration of the budgets available to them for such services.

How do physician assessments of patient preferences for colorectal cancer screening tests differ from actual preferences? A comparison in Canada and the United States using a stated‐choice survey

Patient preferences can affect colorectal cancer (CRC) screening test use. We compared utility-based preferences for alternative CRC screening tests from a stated-preference discrete-choice survey of the general population and physicians in Canada and the United States. General population respondents (Canada, n = 501; US, n = 1087) participated in a survey with 12 choice scenarios and 9 CRC screening test attributes. Physicians (n = 100, both Canada and US) reported expected patient preferences. We estimated relative importance of attributes using bivariate probit regression analysis and calculated willingness-to-pay for various CRC screening tests. In 28 and 31% of scenarios, Canadian and US respondents, respectively, chose no screening over a hypothetical test. Canadian (45%) and US (46%) physicians expected patients to choose no screening more often. For all groups the most important attribute was sensitivity, but physicians' perception of patients' preferences are significantly different from actual preferences. Other key attributes are those related to test performance or the testing process. Fecal DNA, colonoscopy, and virtual colonoscopy were the most preferred tests by all groups, but respondents were willing-to-pay more than physicians predicted. Physicians' perception of patients' preferences are quite different from those of the general population. However, among general population and physicians, Canadian and US preferences were similar.

Understanding trade-offs in the supplier selection process: The role of flexibility, delivery, and value-added services/support

In this study, we present, based on econometric choice modeling framework, how manufacturing managers/executives trade-off between cost, delivery, flexibility, and service features in the supplier selection process for commodity raw materials, given acceptable quality. Empirical data for this study was collected from manufacturing organizations in Europe (Germany, France, Italy, and UK) using a computer-based supplier selection discrete choice survey. Each survey instrument contained 16 supplier selection choice sets, which compared 23 attributes of the current suppliers with a “new” potential supplier. The attributes of new suppliers were varied across two to four levels using established factorial experimental design procedures. The resultant multinomial logit models show the relative impact of cost, flexibility, delivery and service features on supplier selection.

Estimating home energy decision parameters for a hybrid energy—economy policy model

Hybrid energy–economy models combine the advantages of a technologically explicit bottom–up model with the behavioral realism sought after by top–down models in order to help policymakers assess the likely technology-specific response and economy-wide impact of policies to induce technological change. We use a discrete choice survey to estimate key technology choice parameters for a hybrid model. Two choice experiments are conducted for household energy-related decisions about retrofitting home building structures and choosing a space heating and conditioning system. Based on a discrete choice survey of 625 householders, we estimate a discrete choice model and then demonstrate how its parameters translate into the behavioral parameters of a hybrid model. We then simulate household energy policies, including, individual subsidies and increased regulations.

Discrete Choice Surveys by Telephone

In two consumer studies, discrete choice surveys were administered both by telephone and by traditional pencil and paper methods. Study participants responded to discrete choice surveys concerning pizza restaurants in the first study and fast food restaurants in the second. Neither aggregate level estimated utilities for the pizza restaurants, nor market shares for the fast food restaurants differed by method of administration. The results indicate that discrete choice surveys can be successfully administered by telephone.