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Using Attribute Importance Rankings Within Discrete Choice Experiments: An Application to Valuing Bread Attributes

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  • Kelvin Balcombe
  • Michail Bitzios
  • Iain Fraser
  • Janet Haddock-Fraser

Abstract

type="main" xml:id="jage12051-abs-0001"> 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.

Suggested Citation

  • Kelvin Balcombe & Michail Bitzios & Iain Fraser & Janet Haddock-Fraser, 2014. "Using Attribute Importance Rankings Within Discrete Choice Experiments: An Application to Valuing Bread Attributes," Journal of Agricultural Economics, Wiley Blackwell, vol. 65(2), pages 446-462, June.
    • Handle: RePEc:bla:jageco:v:65:y:2014:i:2:p:446-462
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    10. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
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    More about this item

    JEL classification:

    • C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General
    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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