Motivated by the notion that consumers' use of the internet creates a wealth of data on information search, we put forward the idea that observed information searches may be used for deriving consumer preferences. First, we derive a theoretical model of consumer behaviour under uncertainty and...

Efficient experimental designs aim to maximise the information obtained from stated choice data to estimate discrete choice models' parameters statistically efficiently. Almost without exception efficient experimental designs assume that decision-makers use a Random Utility Maximisation (RUM)...