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Abstract
This article uses a case study involving Hawaii food baskets to show that although a choice based conjoint experiment can elicit respondents’ most preferred alternative,
this “preferred” option may not be one that respondents are willing to purchase. Thus,
a choice based experiment that involves hypothetical product selection may predict
different behavior, depending on the type of questions asked in the survey. This study
shows that follow-up questions in a conjoint survey may serve an important role in improving model fit and the comprehensiveness of behavioral prediction.