Using attribute importance rankings within discrete choice experiments: an application to valuing bread attributes

Balcombe, K., Bitzios, M., Fraser, I. and Fraser-Haddock, J. (2014) Using attribute importance rankings within discrete choice experiments: an application to valuing bread attributes. Journal of Agricultural Economics, 65 (2). pp. 446-462. ISSN 0021-857X doi: 10.1111/1477-9552.12051

Abstract/Summary

We present a new Bayesian econometric specification for a hypothetical Discrete Choice Experiment (DCE) incorporating respondent ranking information about attribute importance. Our results indicate that a DCE debriefing question that asks respondents to rank the importance of attributes helps to explain the resulting choices. We also examine how mode of survey delivery (online and mail) impacts model performance, finding that results are not substantively a§ected by the mode of survey delivery. We conclude that the ranking data is a complementary source of information about respondent utility functions within hypothetical DCEs