RT Journal Article
SR Electronic
T1 A Choice Matching Approach for Discrete Choice Analysis: An Experimental Investigation in the Laboratory
JF Land Economics
JO Land Econ
FD University of Wisconsin Press
SP 80
OP 102
DO 10.3368/le.012621-0009R1
VO 99
IS 1
A1 Simone Cerroni
A1 Daniel W. Derbyshire
A1 W. George Hutchinson
A1 Rodolfo M. Nayga, Jr.
YR 2023
UL http://le.uwpress.org/content/99/1/80.abstract
AB 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.