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Effects of simplifying choice tasks on estimates of taste heterogeneity in stated-choice surveys

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  • Johnson, F. Reed
  • Ozdemir, Semra
  • Phillips, Kathryn A.

Abstract

Researchers usually employ orthogonal arrays or D-optimal designs with little or no attribute overlap in stated-choice surveys. The challenge is to balance statistical efficiency and respondent burden to minimize the overall error in the survey responses. This study examined whether simplifying the choice task, by using a design with more overlap, provides advantages over standard minimum-overlap methods. We administered two designs for eliciting HIV test preferences to split samples. Surveys were undertaken at four HIV testing locations in San Francisco, California. Personal characteristics had different effects on willingness to pay for the two treatments, and gains in statistical efficiency in the minimal-overlap version more than compensated for possible imprecision from increased measurement error.

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  • Johnson, F. Reed & Ozdemir, Semra & Phillips, Kathryn A., 2010. "Effects of simplifying choice tasks on estimates of taste heterogeneity in stated-choice surveys," Social Science & Medicine, Elsevier, vol. 70(2), pages 183-190, January.
    • Handle: RePEc:eee:socmed:v:70:y:2010:i:2:p:183-190
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    1. Ostermann, Jan & Flaherty, Brian P. & Brown, Derek S. & Njau, Bernard & Hobbie, Amy M. & Mtuy, Tara B. & Masnick, Max & Mühlbacher, Axel C. & Thielman, Nathan M., 2021. "What factors influence HIV testing? Modeling preference heterogeneity using latent classes and class-independent random effects," Journal of choice modelling, Elsevier, vol. 40(C).
    2. Jui-Chen Yang & Shelby D. Reed & Steve Hass & Mark B. Skeen & F. Reed Johnson, 2021. "Is Easier Better Than Harder? An Experiment on Choice Experiments for Benefit-Risk Tradeoff Preferences," Medical Decision Making, , vol. 41(2), pages 222-232, February.
    3. Michael Clark & Domino Determann & Stavros Petrou & Domenico Moro & Esther Bekker-Grob, 2014. "Discrete Choice Experiments in Health Economics: A Review of the Literature," PharmacoEconomics, Springer, vol. 32(9), pages 883-902, September.
    4. Finkelstein, Eric Andrew & Ozdemir, Semra & Malhotra, Chetna & Jafar, Tazeen H. & Choong Hui Lin, Lina & Gan Shien Wen, Sheryl, 2018. "Understanding factors that influence the demand for dialysis among elderly in a multi-ethnic Asian society," Health Policy, Elsevier, vol. 122(8), pages 915-921.

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