An experiment on simplifying conjoint analysis designs for measuring preferences
In conjoint analysis (CA) studies, choosing between scenarios with multiple health attributes may be demanding for respondents. This study examined whether simplifying the choice task in CA designs, by using a design with more overlap of attribute levels, provides advantages over standard minimal-overlap methods. Two experimental conditions, minimal and increased-overlap discrete choice CA designs, were administered to 353 respondents as part of a larger HIV testing preference survey. In the minimal-overlap survey, all six attribute levels were allowed to vary. In the increased-overlap survey, an average of two attribute levels were the same between each set of scenarios. We hypothesized that the increased-overlap design would reduce cognitive burden, while minimally impacting statistical efficiency. We did not find any significant improvement in consistency, willingness to trade, perceived difficulty, fatigue, or efficiency, although several results were in the expected direction. However, evidence suggested that there were differences in stated preferences. The results increase our understanding of how respondents answer CA questions and how to improve future surveys. Copyright © 2003 John Wiley & Sons, Ltd.
Volume (Year): 12 (2003)
Issue (Month): 12 ()
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- Stirling Bryan & Lisa Gold & Rob Sheldon & Martin Buxton, 2000. "Preference measurement using conjoint methods: an empirical investigation of reliability," Health Economics, John Wiley & Sons, Ltd., vol. 9(5), pages 385-395.
- Stirling Bryan & Martin Buxton & Robert Sheldon & Alison Grant, 1998. "Magnetic resonance imaging for the investigation of knee injuries: an investigation of preferences," Health Economics, John Wiley & Sons, Ltd., vol. 7(7), pages 595-603.
- F. Reed Johnson & Melissa Ruby Banzhaf & William H. Desvousges, 2000. "Willingness to pay for improved respiratory and cardiovascular health: a multiple-format, stated-preference approach," Health Economics, John Wiley & Sons, Ltd., vol. 9(4), pages 295-317.
- Mandy Ryan & Emma McIntosh & Phil Shackley, 1998. "Methodological issues in the application of conjoint analysis in health care," Health Economics, John Wiley & Sons, Ltd., vol. 7(4), pages 373-378.
- Mandy Ryan & Jenny Hughes, 1997. "Using Conjoint Analysis to Assess Women's Preferences for Miscarriage Management," Health Economics, John Wiley & Sons, Ltd., vol. 6(3), pages 261-273.
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