Probabilistic models of set-dependent and attribute-level best-worst choice
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2008
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Marley, A.A.J.
Flynn, T.N.
Louviere, J.J.
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Journal of Mathematical Psychology, 2008; 52(5):281-296
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We characterize a class of probabilistic choice models where the choice probabilities depend on two scales, one with a value for each available option and the other with a value for the set of available options. Then, we develop similar results for a task in which a person is presented with a profile of attributes, each at a pre-specified level, and chooses the best or the best and the worst of those attribute-levels. The latter design is an important variant on previous designs using best-worst choice to elicit preference information, and there is various evidence that it yields reliable interpretable data. Nonetheless, the data from a single such task cannot yield separate measures of the "importance" of an attribute and the "utility" of an attribute-level. We discuss various empirical designs, involving more than one task of the above general type, that may allow such separation of importance and utility.
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Copyright 2008 Elsevier