Description and Interpretation of Testable Hypotheses
| Validity | Reliability | ||
|---|---|---|---|
| Null Hypothesis (Ho) | Interpretation | Null Hypothesis | interpretation |
| ωOPT_OUT, MEAN, DCE≥ωOPT_OUT, MEAN, CMa | Rejecting H0 means that mWTP for the opt-out alternative is higher in CMa than in the DCE; CMa reduces HB when compared with the DCE | ωOPT_OUT, SD, DCE≤ωOPT_OUT, SD, CMa | Rejecting H0 means that standard deviations of price and nonprice coefficients are lower in CMa than in the DCE; CMa provides less dispersed coefficient values than the DCE |
| ωFAT_A, MEAN, DCE≤ωFAT_A, MEAN, CMa | Rejecting H0 means that mWTP for the nonprice attributes are greater in the DCE than in CMa; CMa reduces HB when compared with the DCE | ωFAT_A, SD, DCE≤ωFAT_A, SD, CMa | |
| ωFAT_G, MEAN, DCE≤ωFAT_G, MEAN, CMa | ωFAT_G, SD, DCE≤ωFAT_G, SD, CMa | ||
| ωSALT_A, MEAN, DCE≤ωSALT_A, MEAN, CMa | ωSALT_A, SD, DCE≤ωSALT_A, SD, CMa | ||
| ωSALT_G, MEAN, DCE≤ωSALT_G, MEAN, CMa | ωSALT_G, SD, DCE≤ωSALT_G, SD, CMa | ||
| ωPRICE, MEAN, DCE≥ωPRICE, MEAN, CMa | Rejecting H0 means that the impact of price on respondents’ decisions is lower in the DCE than in CMa; CMa reduces HB when compared with the DCE | ωPRICE, SD, DCE≤ωPRICE, SD, CMa | |
| τDCE≥τCMa | Rejecting H0 means that error variance in CMa is lower than in the DCE; CMa provides more deterministic choices than the DCE | ||
Note: CMa, choice matching; DCE, discrete choice experiment; HB, hypothetical bias.