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| Author: | Islam, T. Louviere, J.J. Burke, P.F. |
| Title: | Modeling the effects of including/excluding attributes in choice experiments on systematic and random components |
| Journal: | International Journal of Research in Marketing
2007 : DEC, VOL. 24:4 p. 289-300 |
| Index terms: | models |
| Freeterms: | discrete choice experiments choice models missing attribute information |
| Language: | eng |
| Abstract: | This study examines the effect of attribute presence/absence in choice experiments using covariance heterogeneity models and random coefficient models. Findings indicate that attribute presence/absence impacts both mean utility (systematic components) and choice variability (random components). Biased mean effects can happen by not accounting for choice variability. In addition, even if one accounts for choice variability, attribute impacts can vary because of attribute presence/absence. Managers who use choice experiments to research product changes or new variants should be carefull about excluding potentially essential attributes. Although including more relevant attributes increases choice variability, it also reduces bias. |
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