2018
DOI: 10.1002/hec.3846
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Attribute level overlap (and color coding) can reduce task complexity, improve choice consistency, and decrease the dropout rate in discrete choice experiments

Abstract: A randomized controlled discrete choice experiment (DCE) with 3,320 participating respondents was used to investigate the individual and combined impact of level overlap and color coding on task complexity, choice consistency, survey satisfaction scores, and dropout rates. The systematic differences between the study arms allowed for a direct comparison of dropout rates and cognitive debriefing scores and accommodated the quantitative comparison of respondents' choice consistency using a heteroskedastic mixed … Show more

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Cited by 71 publications
(51 citation statements)
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“…On the other hand, it has been recently published a high sample size DCE study where the participants who completed the DCE also using an online tool. The authors concluded that including overlap when presenting the choices or using different colours for each level could make more accessible for participants to identify the differences between levels and moreover it seems that combining colour editing levels plus overlap reduced the dropout rate [17]. In our study, the dropout rate and the participants who stated the DCE “was easily understood” were very low.…”
Section: Discussionmentioning
confidence: 62%
“…On the other hand, it has been recently published a high sample size DCE study where the participants who completed the DCE also using an online tool. The authors concluded that including overlap when presenting the choices or using different colours for each level could make more accessible for participants to identify the differences between levels and moreover it seems that combining colour editing levels plus overlap reduced the dropout rate [17]. In our study, the dropout rate and the participants who stated the DCE “was easily understood” were very low.…”
Section: Discussionmentioning
confidence: 62%
“…As shown, respondents were able to choose between two apps and an opt out. Moreover, a small amount of attribute level overlap was used to reduce the cognitive burden of the survey and improve respondents’ attribute attendance [ 15 ]. In addition to the DCE tasks, several background, warm-up, attitudinal, and survey evaluation questions were included in the survey.…”
Section: Methodsmentioning
confidence: 99%
“…These four versions were simultaneously optimized, which improves the robustness and efficiency of the experimental design without resulting in a higher burden for respondents [13]. To keep the task complexity of the DCE manageable for respondents, which reduces the drop-out rate, increases choice consistency, and can avoid problems with attribute non-attendance, a design technique called attribute level overlap was used [14, 15]. Accordingly, in each choice task, seven of the 10 attributes were constrained to be presented at the same level.…”
Section: Methodsmentioning
confidence: 99%