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

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


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