The use of alternative preference elicitation methods in complex discrete choice experiments.

We analyse stated preference data over nursing jobs collected from two leading types of best-worst discrete choice experiments (DCEs): a traditional DCE involving choice over alternative jobs (BWL) and a newly-developed DCE where respondents choose best and worst job attributes (BWT). The latter allows identication of additional utility parameters and is believed to be cognitively easier. Results suggest that respondents place greater value on pecuniary over non-pecuniary gains in traditional DCE. Rather than caused by the use of heuristics in BWL, we nd that respondents nd it dicult and/or are reluctant to directly compare money with other attributes in BWT.