A Choice Matching Approach for Discrete Choice Analysis: An Experimental Investigation in the Laboratory

Simone Cerroni, Daniel W. Derbyshire, W. George Hutchinson and Rodolfo M. Nayga Jr.


This article is the first empirical application of the choice matching (CMa) method in discrete choice experiments (DCEs). An artifactual field experiment was conducted to test whether CMa applied to a DCE survey improves the validity and reliability of estimated preferences regarding standard hypothetical DCEs. Two experimental treatments were developed. In the first, subjects were exposed to a CMa-based DCE; in the second, subjects were exposed to a standard hypothetical DCE survey. Results suggest that although a CMa-based DCE does not improve validity, it can increase the reliability of estimated preferences.

View Full Text

This article requires a subscription to view the full text. If you have a subscription you may use the login form below to view the article. Access to this article can also be purchased.

Purchase access

You may purchase access to this article. This will require you to create an account if you don't already have one.