Discrete choice experiments: a primer for the communication researcher

Area of Science:

• Communication research
• Behavioral science
• Experimental methodology

Background:

• Experiments are crucial for establishing causality in communication research.
• Discrete Choice Experiments (DCEs) are underutilized in communication studies despite their prevalence in other fields.
• DCEs offer a robust method for analyzing the impact of various message attributes.

Purpose of the Study:

• To highlight the utility of Discrete Choice Experiments (DCEs) in communication research.
• To demonstrate how DCEs can effectively disentangle the influence of multiple message attributes.
• To provide resources for communication scholars to implement DCEs.

Main Methods:

• DCEs utilize stimulus sets for direct comparisons.
• Employ blocked and/or fractional factorial designs.
• Leverage a wide range of analytical options for data interpretation.

Main Results:

• DCEs allow for the disentanglement of numerous message attributes.
• These experiments can achieve significant insights with modest sample sizes and reduced participant burden.
• The methodology facilitates robust causal inference in communication studies.

Conclusions:

• Discrete Choice Experiments (DCEs) offer a valuable and underused methodology for communication research.
• Implementing DCEs can enhance the understanding of message attribute effects across diverse domains.
• Resources are available to facilitate the adoption of DCEs by communication scholars and practitioners.