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A Picture is Worth a Thousand Words: The Role of Survey Training Materials in Stated-Preference Studies

Author

Listed:
  • Caroline M. Vass

    (The University of Manchester
    RTI Health Solutions)

  • Niall J. Davison

    (The University of Manchester
    BresMed)

  • Geert Stichele

    (MindBytes)

  • Katherine Payne

    (The University of Manchester)

Abstract

Background Online survey-based methods are increasingly used to elicit preferences for healthcare. This digitization creates an opportunity for interactive survey elements, potentially improving respondents’ understanding and/or engagement. Objective Our objective was to understand whether, and how, training materials in a survey influenced stated preferences. Methods An online discrete-choice experiment (DCE) was designed to elicit public preferences for a new targeted approach to prescribing biologics (“biologic calculator”) for rheumatoid arthritis (RA) compared with conventional prescribing. The DCE presented three alternatives, two biologic calculators and a conventional approach (opt out), described by five attributes: delay to treatment, positive predictive value, negative predictive value, infection risk, and cost saving to the national health service. Respondents were randomized to receive training materials as plain text or an animated storyline. Training materials contained information about RA and approaches to treatment and described the biologic calculator. Background questions included sociodemographics and self-reported measures of task difficulty and attribute non-attendance. DCE data were analyzed using conditional and heteroskedastic conditional logit (HCL) models. Results In total, 300 respondents completed the DCE, receiving either plain text (n = 158) or the animated storyline (n = 142). The HCL showed the estimated coefficients for all attributes aligned with a priori expectations and were statistically significant. The scale term was statistically significant, indicating that respondents who received plain-text materials had more random choices. Further tests suggested preference homogeneity after accounting for differences in scale. Conclusions Using animated training materials did not change the preferences of respondents, but they appeared to improve choice consistency, potentially allowing researchers to include more complex designs with increased numbers of attributes, levels, alternatives or choice sets.

Suggested Citation

  • Caroline M. Vass & Niall J. Davison & Geert Stichele & Katherine Payne, 2020. "A Picture is Worth a Thousand Words: The Role of Survey Training Materials in Stated-Preference Studies," The Patient: Patient-Centered Outcomes Research, Springer;International Academy of Health Preference Research, vol. 13(2), pages 163-173, April.
    • Handle: RePEc:spr:patien:v:13:y:2020:i:2:d:10.1007_s40271-019-00391-w
    DOI: 10.1007/s40271-019-00391-w
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    1. Milad Haghani & Michiel C. J. Bliemer & John M. Rose & Harmen Oppewal & Emily Lancsar, 2021. "Hypothetical bias in stated choice experiments: Part I. Integrative synthesis of empirical evidence and conceptualisation of external validity," Papers 2102.02940, arXiv.org.
    2. Hangjian Wu & Emmanouil Mentzakis & Marije Schaafsma, 2022. "Exploring Different Assumptions about Outcome-Related Risk Perceptions in Discrete Choice Experiments," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 81(3), pages 531-572, March.

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