Learning and fatigue during choice experiments: a comparison of online and mail survey modes

摘要: SUMMARY This study investigates the effect of survey mode on respondent learning and fatigue during repeated choice experiments. Stated preference data are obtained from an experiment concerning high-speed Internet service conducted samples mail respondents online respondents. We identify estimate aspects error components for different subsets questions, both Results show answer questions consistently throughout a series experiments, but quality respondents’ answers declines. Therefore, while provides lower administration costs reduced time between implementation analysis, such benefits come at cost less precise responses. Copyright  2008 John Wiley & Sons, Ltd. (SP) used extensively by economists, marketers, policy makers to individual’s willingness pay multidimensional goods not traded in markets. SP often choices experiments administered through informal ‘pencil paper’ surveys mailed sample populations. When designing researchers careful attention number alternatives can choose from, attributes describe alternatives, appropriate wording attribute descriptions, scenarios (or question replications) per respondent. Given relatively high developing administering statistically instrument, trade off task complexity with size response quality. For instance, small may be asked simultaneously reduce collection increase observations available estimation marginal utilities. If learn about their preferences become more proficient as they move occasions, improves. Alternatively, multiple occasions induce or boredom. tired bored deteriorates. tradeoffs described above it is surprising that recent rapid growth US penetration has corresponded greater interest ‘web’ other networks. Compared traditional telephone modes, have low providing completed