Can you ever be certain? Reducing hypothetical bias in stated choice experiments via respondent reported choice certainty
Stated choice experiments are a preeminent method for researchers and practitioners who seek to examine the behavior of consumers. However, the extent to which these experiments can replicate real markets continues to be debated in the literature, with particular reference to the potential for biased estimates as a result of the hypothetical nature of such experiments. In this paper, a first in the transportation literature, the authors compare stated choice responses to revealed preference behavior and examine three methods proposed in the literature for calibrating choice experiments via reported choice certainty. In doing so the authors provide evidence that the incorrect calibration of responses can produce stated choice results that are more biased than doing nothing at all, however the authors show that by jointly estimating choice and choice certainty there is a significant reduction in hypothetical bias such that stated choice responses more directly replicate real behavior.
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- Record URL:
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Availability:
- Find a library where document is available. Order URL: http://worldcat.org/issn/01912615
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Supplemental Notes:
- Abstract reprinted with permission of Elsevier.
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Authors:
- Beck, Matthew J
- Fifer, Simon
- Rose, John M
- Publication Date: 2016-7
Language
- English
Media Info
- Media Type: Web
- Features: Figures; References; Tables;
- Pagination: pp 149-167
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Serial:
- Transportation Research Part B: Methodological
- Volume: 89
- Publisher: Elsevier
- ISSN: 0191-2615
- Serial URL: http://www.sciencedirect.com/science/journal/01912615
Subject/Index Terms
- TRT Terms: Calibration; Consumer behavior; Hypothesis testing; Revealed preferences; Stated preferences; Statistical bias
- Subject Areas: Passenger Transportation; Planning and Forecasting;
Filing Info
- Accession Number: 01605355
- Record Type: Publication
- Files: TRIS
- Created Date: Jul 27 2016 9:49AM