Discrete Choice Experiments

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The most popular form of choice modeling are discrete choice experiments (also known as choice-based conjoint, CBC and sometimes just as choice modeling).[note 1]

Discrete choice experiments present people with a series of hypothetical purchase situations, and require people to make a choice in each. Typically, consumers are given from six to twenty different Choice Tasks, with each question containing from two to eight alternatives. For example, the choice task below is from the egg study described in Choice Modeling. In this experiment each respondent completed eight choice tasks (also known as choice sets, choice questions and scenarios), where the attribute levels of each alternative changed from question to question.

CBCtask.png

The basic idea is that by looking at which alternatives people choose, we can understand what is important to them. For example, if somebody always chooses the alternative with the lowest price we can conclude that price is most important to them.

Notes

  1. Less common names include: discrete choice modeling, stated preference choice modeling and experimental choice modeling.