Previous research has shown that people wish a premium to be placed on the prevention of certain types of deaths as they perceive those deaths as 'worse' than others. The research reported in this paper is an attempt to quantify such a 'bad death' premium via a discrete choice experiment (DCE)....

Discrete choice experiments (DCEs) allow a number of characteristics to be traded-off against one another. An overriding methodological challenge faced is how best to apply DCEs to questions involving those attributes commonly used in value elicitation exercises such as risk, time (Bansback et...