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The joint estimation of respondent-reported certainty and acceptability with choice

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  • Rose, John M.
  • Beck, Matthew J.
  • Hensher, David A.

Abstract

In the stated choice literature, increasing attention has been paid to methods that seek to close the gap between the choices from these experiments and the choices experienced in the real world. Attempts to produce model estimates that are truer to real market behaviours are especially important for transportation, where many important policy decisions rely on such experiments. A recent approach that has emerged makes use of a certainty index whereby respondents report how certain they are about each choice they make. Additional literature also posits that when making decisions, people first identify an acceptable set of alternatives (alternative acceptability) such that a consideration set if formed and it is from this reduced set that the ultimate choice is made. This paper presents two models that jointly estimates choice and choice certainty and choice and alternative acceptability. This joint estimation allows the modeller to overcome potential endogeneity that may exist between these responses. In comparing choices of differing certainty, surprisingly little difference in marginal sensitivities are found. This is not the case in the alternative acceptability models however. An important finding of this research is that what could be interpreted as preference heterogeneity may in fact be more closely linked to scale. The ramifications of these results on future research are discussed.

Suggested Citation

  • Rose, John M. & Beck, Matthew J. & Hensher, David A., 2015. "The joint estimation of respondent-reported certainty and acceptability with choice," Transportation Research Part A: Policy and Practice, Elsevier, vol. 71(C), pages 141-152.
  • Handle: RePEc:eee:transa:v:71:y:2015:i:c:p:141-152
    DOI: 10.1016/j.tra.2014.11.009
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    References listed on IDEAS

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    3. Haghani, Milad & Bliemer, Michiel C.J. & Rose, John M. & Oppewal, Harmen & Lancsar, Emily, 2021. "Hypothetical bias in stated choice experiments: Part II. Conceptualisation of external validity, sources and explanations of bias and effectiveness of mitigation methods," Journal of choice modelling, Elsevier, vol. 41(C).
    4. Ho, Chinh Q. & Hensher, David A. & Mulley, Corinne & Wong, Yale Z., 2018. "Potential uptake and willingness-to-pay for Mobility as a Service (MaaS): A stated choice study," Transportation Research Part A: Policy and Practice, Elsevier, vol. 117(C), pages 302-318.
    5. Habib, Khandker Nurul, 2017. "Improving choice model parameter estimates by jointly modelling the SP choices with corresponding elicited certainty ratings," Transportation Research Part A: Policy and Practice, Elsevier, vol. 95(C), pages 305-319.
    6. Fifer, Simon & Rose, John M., 2016. "Can you ever be certain? Reducing hypothetical bias in stated choice experiments via respondent reported choice certaintyAuthor-Name: Beck, Matthew J," Transportation Research Part B: Methodological, Elsevier, vol. 89(C), pages 149-167.
    7. Haghani, Milad & Sarvi, Majid, 2018. "Hypothetical bias and decision-rule effect in modelling discrete directional choices," Transportation Research Part A: Policy and Practice, Elsevier, vol. 116(C), pages 361-388.
    8. Jaime Larumbe, 2021. "Measuring Customer Reservation Price for Maintenance, Repair and Operations of the Metro Public Transport System in Qatar," Sustainability, MDPI, vol. 13(19), pages 1-16, October.
    9. Milad Haghani & Michiel C. J. Bliemer & John M. Rose & Harmen Oppewal & Emily Lancsar, 2021. "Hypothetical bias in stated choice experiments: Part II. Macro-scale analysis of literature and effectiveness of bias mitigation methods," Papers 2102.02945, arXiv.org.
    10. Ahtiainen, Heini & Tienhaara, Annika & Pouta, Eija & Czajkowski, Mikolaj, 2017. "Role of information in the valuation of unfamiliar goods – the case of genetic resources in agriculture," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 261423, European Association of Agricultural Economists.
    11. Rashedi, Zohreh & Mahmoud, Mohamed & Hasnine, Sami & Habib, Khandker Nurul, 2017. "On the factors affecting the choice of regional transit for commuting in Greater Toronto and Hamilton Area: Application of an advanced RP-SP choice model," Transportation Research Part A: Policy and Practice, Elsevier, vol. 105(C), pages 1-13.
    12. Hensher, David A. & Ho, Chinh, 2015. "The role of perceived acceptability of alternatives in identifying and assessing choice set processing strategies in stated choice settings: The case of road pricing reform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 83(C), pages 225-237.
    13. Yangui, Ahmed & Akaichi, Faical & Costa-Font, Montserrat & Gil, Jose Maria, 2019. "Comparing results of ranking conjoint analyses, best–worst scaling and discrete choice experiments in a nonhypothetical context," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 63(2), April.

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