This report presents an alternative perspective on how respondents consider choice experiment options. Building on the ‘new’ model of consumer demand by Stigler and Becker (1977), the report suggests that the attributes within choice experiments are not valued directly. Rather, they are used...

The introduction of measurement bias in parameter estimates into non-linear discrete choice models, as a result of using factor analysis, was identified by Train et al. (1987). They found that the inclusion of factor scores, used to represent relationships amongst like variables, into a...