Using Attribute Importance Rankings within Discrete Choice Experiments: an application to Valuing Bread Attributes.

In this paper we present results from a Choice Experiment (CE) incorporating respondent debrie…ng ranking information about attribute importance employing a modi…ed Mixed Logit using Bayesian methods. Our results indicate that a CE debrie…ng question that asks respondents to rank the importance of attributes, as opposed to simply indicating attendance or non-attendance, helps to explain the resulting choices. We also examine how mode of survey delivery (online and mail) impacts model performance and …nd that our results are not substantively a¤ected by the mode of survey delivery. We conclude that the ranking data is a complementary source of information about respondent utility functions within CE.