Integrating Cognitive Process and Descriptive Models of Attitudes and Preferences


Discrete choice experiments--selecting the best and/or worst from a set of options--are increasingly used to provide more efficient and valid measurement of attitudes or preferences than conventional methods such as Likert scales. Discrete choice data have traditionally been analyzed with random utility models that have good measurement properties but… (More)
DOI: 10.1111/cogs.12094


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