Related Experiment Video
Updated: Jun 19, 2026

Errors as a Means of Reducing Impulsive Food Choice
Published on: June 5, 2016
Effects of simplifying choice tasks on estimates of taste heterogeneity in stated-choice surveys
F Reed Johnson1, Semra Ozdemir, Kathryn A Phillips
1Research Triangle Institute, RTI-HS, Research Triangle Park, NC 27709-2194, USA. frjohnson@rti.org
Abstract:
Researchers usually employ orthogonal arrays or D-optimal designs with little or no attribute overlap in stated-choice surveys. The challenge is to balance statistical efficiency and respondent burden to minimize the overall error in the survey responses. This study examined whether simplifying the choice task, by using a design with more overlap, provides advantages over standard minimum-overlap methods. We administered two designs for eliciting HIV test preferences to split samples. Surveys were undertaken at four HIV testing locations in San Francisco, California. Personal characteristics had different effects on willingness to pay for the two treatments, and gains in statistical efficiency in the minimal-overlap version more than compensated for possible imprecision from increased measurement error.
Related Concept Videos
The Representativeness Heuristic
Factorial Design
Convenience Sampling Method
Convenience sampling is a non-random method of sample selection; this method selects individuals that are easily accessible and may result in biased data. For example, a marketing...
Choosing Between z and t Distribution
Decision Making: Traditional Method
First, a specific claim about the population parameter is decided based on the research question and is stated in a simple form. Further, an opposing statement to this claim is also stated. These statements can act as null and alternative hypotheses, out of which a null hypothesis would be a...
Causes of Similarity-Dissimilarity Effect

