Effects of alternative elicitation formats in discrete choice experiments
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An elicitation format prevalently applied in discrete choice experiments (DCE) is
to offer each respondent a sequence of choice tasks containing more than two
choice options. However, empirical evidence indicates that repeated choice tasks
influence choice outcomes through order effects. The study reported in this article
employs a split sample approach based on field surveys to expand the research on
effects of repeated-binary DCE elicitation formats. A single-binary elicitation format
is used as the baseline. Our results indicate that choice outcomes may vary
across the single-binary and repeated-binary elicitation formats. The choice
between the two elicitation formats may imply a trade-off between decreased
choice precision in the single-binary and order effects that may be explained by
strategic misrepresentation of preferences, cost uncertainty effects and reference
effects in the repeated-binary elicitation format.