Practitioners of outdoor sports, such as rock-climbers, are likely to exhibit preference heterogeneity that depends on the keenness' with which such sports are practiced. Such an intuition is born out in at least one study using latent class discrete choice modelling (Provencher et al. 2002)....

Background: Models of preferences in health services research (HSR) and Health Economics are often defined by readily available information, such as that captured in claims data and electronic health records. Yet many important questions about patient choices cannot be easily studied because of...