Improving external validity of stated choice experiments

Stated choice experiments are conducted in many disciplines. In such surveys, respondents are faced with hypothetical choice tasks in order to investigate preferences of agents (e.g. travellers, consumers, patients), determine demand for future products, or determine values for non-market goods (e.g., travel time, health, emissions, etc.). Extracting 'true' preferences is challenging, not only due to possible hypothetical bias, but also due to increasing complex choice tasks and the existence of design artefacts. This study investigates the latter two in the context of marketing, transport, health, and environmental economics, and proposes new methodologies to extract preferences that more closely reflect true behaviour in real markets.