We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
An experiment on simplifying conjoint analysis designs for measuring preferences.
- Authors
Tara Maddala; Kathryn A. Phillips; F. Reed Johnson
- Abstract
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.
- Subjects
SURVEYS; HEALTH services administration; CONJOINT analysis; CONSUMER preferences
- Publication
Health Economics, 2003, Vol 12, Issue 12, p1035
- ISSN
1057-9230
- Publication type
Article
- DOI
10.1002/hec.798