Are ranking preferences information methods comparable with the choice experiment information in predicting actual behavior?

Parting from the issue which elicited value method best predict real consumer’ behavior, this study compares the ability of hypothetical and non-hypothetical choice experiment respect to incentive compatible ranking conjoint analysis and sequential best worst scaling in terms of estimated partworths, internal and external predictive power, estimated WTP, and participants’ response consistency. In general, the results reveal higher preferences regularity between the respondents across the different treatments implying not statistically difference in the marginal participants’ WTP. Additionally, the participants behave similarly whether there are asked to choose or to state their most preferred through two ranking elicitation mechanism. However, the advantage of the best worst scaling in it cognitive process which could be considered clearness for participants has been illustrated in statistical significant increment of external predictive power of the method compared with ranking conjoint analysis