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Leading the Respondent
May 31, 2022 @ 6:00 pm UTC+0
Discrete choice experiments (DCEs) are a frequently-used stated preference tool in many areas of health. Usually respondents are presented with background information about a situation in which a preference needs to be expressed, including information about the attributes that describe the options from which a choice is to be made. Respondents are assumed to make utility-maximising decisions, with the utility assumed to be a function of the attribute levels of the options.
While background information, intended to educate respondents about the attributes and their levels, can be presented as text, other presentation formats, such as static and moving images, are possible. In addition the choice sets themselves can have varying numbers of options, options can have varying numbers of attributes and the attributes can have varying numbers of levels. The comparison of respondent results from different versions of a DCE contribute to the understanding of the impact of presentation differences in a DCE on the conclusions.
In this presentation results of a scoping review looking at the impact of presentation differences will be presented. This will be followed by a case study in which results from a patient sample, and two general population samples, one of which received additional contextual information, will be discussed.
Alice Yu is a Research Fellow and (almost former) PhD student at the Centre for Health Economics Research and Evaluation (CHERE) at the University of Technology Sydney (UTS). Her thesis investigated the different ways discrete choice experiments (DCEs) can be presented to respondents and the impacts it might have on results. This is of particular importance in health, as DCEs can involve health specific or technical terminology which may be unfamiliar to respondents. As a result, researchers need to think about how to explain or present unfamiliar terminology. The easier it is for a respondent to understand the DCE, the more informed their responses will be.