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Will the alphabet soup of design criteria affect discrete choice experiment results?


  • Søren Bøye Olsen
  • Jürgen Meyerhoff


Every discrete choice experiment needs one, but the impacts of a statistical design on the results are still not well understood. Comparative studies have found that efficient designs outperform especially orthogonal designs. What has been little studied is whether efficient designs come at a cost. Thus, we compare four designs with respect to their effect on outcomes, especially willingness to pay (WTP) estimates and predicted market shares. Regarding statistical efficiency all designs perform rather well but the WTP estimates differ significantly on several occasions. This indicates that results are not neutral to the design, even when a high number of observations are available.

Suggested Citation

  • Søren Bøye Olsen & Jürgen Meyerhoff, 2017. "Will the alphabet soup of design criteria affect discrete choice experiment results?," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 44(2), pages 309-336.
  • Handle: RePEc:oup:erevae:v:44:y:2017:i:2:p:309-336.

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    Cited by:

    1. Mariel, Petr & Meyerhoff, Jürgen, 2018. "A More Flexible Model or Simply More Effort? On the Use of Correlated Random Parameters in Applied Choice Studies," Ecological Economics, Elsevier, vol. 154(C), pages 419-429.
    2. Jasper Grashuis & Alexandre Magnier, 2018. "Product differentiation by marketing and processing cooperatives: A choice experiment with cheese and cereal products," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 813-830, October.

    More about this item


    discrete choice experiment; efficient experimental design; ground beef attributes; willingness to pay;
    All these keywords.

    JEL classification:

    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • Q21 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Demand and Supply; Prices
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis


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