How to design reliable discrete choice surveys: The use of qualitative research methods

Abstract

Discrete choice experiments (DCEs) present individuals with choices between scenarios described in terms of attributes and associated levels. Despite its significant potential in the analysis of individual preferences, the application of this method raises some important issues, namely whether the elicited preferences behave in accordance with the axioms of preference-based consumer theory. In DCEs, individuals are assumed to hold “rational” preferences, but many empirical studies report evidence of preferences that violate this foundation. This may be the result of several factors, including problems in the design and implementation of the DCEs questionnaires. This paper aims to demonstrate the importance of using qualitative research methodologies in the design of complete and accurate DCEs questionnaires in the domain of renewable energy sources (RES). Two specific qualitative techniques are used and explained in detail in this paper: the focus group and the “think aloud” technique, which have revealed to be fundamental tools in the questionnaires design process.