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Respondents’ use of information in choice modelling surveys

Respondents’ use of information in choice modelling surveys. Choice Modelling Workshop Brisbane, 1-2 May 2008. Bill Kaye-Blake a , Walt Abell b , and Eva Zellman a a Agribusiness and Economics Research Unit b Applied Computing Group. Decision-making. How people use information

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Respondents’ use of information in choice modelling surveys

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  1. Respondents’ use of information in choice modelling surveys Choice Modelling Workshop Brisbane, 1-2 May 2008 Bill Kaye-Blakea, Walt Abellb, and Eva Zellmana aAgribusiness and Economics Research Unit bApplied Computing Group

  2. Decision-making • How people use information • Theory – Simon, others • Evidence • Logit models derived from neoclassical paradigm • Key question: does it make a difference?

  3. Early attempt • Paper survey with GM and non-GM alternatives • Analysed choices • MNL, etc. (McFadden) • Boundedly rational model (Simon) • Results not brilliant • Needed different data

  4. Latest attempt • Started from Hensher & Rose (debrief questions) and earlier BR work • Teamed up with computer programmer and psychologist • Computerised survey to capture information access • Follow-up questions

  5. Choice set display

  6. Use of information

  7. Models • Two models • Assumed full information • Only accessed information • Mixed logit • Random parameters based on significance • Panel models • For unused information: coded in Limdep as -888

  8. ML: Assumed full information

  9. Partworths: Full information

  10. ML: Accessed information

  11. Findings • All available information not used • Controlling for information use changes parameters • ‘Australia’: –  + • Price: –  ~0 • Unexplained heterogeneity largely disappears

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