Strengths of Choice Modelling
- Forces respondents to consider trade-offs between attributes;
- Makes the frame of reference explicit to respondents via the inclusion of an array of attributes and product alternatives;
- Enables implicit prices to be estimated for attributes;
- Enables welfare impacts to be estimated for multiple scenarios;
- Can be used to estimate the level of customer demand for alternative 'service product' in non-monetary terms; and
- Potentially reduces the incentive for respondents to behave strategically.
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