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Presentation matters: Number of attributes presented impacts estimated preferences

Author

Listed:
  • Elizabeth S. Byrd
  • Nicole J. Olynk Widmar
  • Benjamin M. Gramig

Abstract

Best–worst scaling is an increasingly employed methodology in which both the number of attributes shown in each choice task and the number of tasks can vary. Researchers face a tradeoff between the number of attributes shown per question and the total number of questions. U.S. residents (n = 818) were randomly assigned to see one of two best–worst presentations of the same six meat attributes (taste, convenience, safety, animal welfare, price, and nutrition). Significant differences were found in the estimated preference shares when respondents were shown two versus three attributes at a time. Both presentations ranked safety as the most important, taste as the second most important, and convenience as the least important meat purchasing attribute. However, the distributions of most of the preference share estimates were statistically different. Differences in preferences share estimates resulting from the presentation of questions has the potential to influence marketing, retailing, and other decisions. [EconLit citations: C83, M31, Q13]

Suggested Citation

  • Elizabeth S. Byrd & Nicole J. Olynk Widmar & Benjamin M. Gramig, 2018. "Presentation matters: Number of attributes presented impacts estimated preferences," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 377-389, March.
    • Handle: RePEc:wly:agribz:v:34:y:2018:i:2:p:377-389
    DOI: 10.1002/agr.21527
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    File URL: https://doi.org/10.1002/agr.21527
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    References listed on IDEAS

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    1. West, Grant H. & Snell, Heather & Kovacs, Kent & Nayga, Rodolfo M., 2020. "Estimation of the preferences for the intertemporal services from groundwater," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304220, Agricultural and Applied Economics Association.

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