RESEARCH ARTICLE


Choice or Rank Data in Stated Preference Surveys?



Becky P.Y. Loo*, 1, S.C. Wong2, Timothy D. Hau3
1 Department of Geography, The University of Hong Kong, Pokfulam, Hong Kong
2 Department of Civil Engineering, The University of Hong Kong, Pokfulam, Hong Kong
3 School of Economics and Finance, The University of Hong Kong, Pokfulam, Hong Kong


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Creative Commons License
© 2008 Loo et al;

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the Department of Geography,The University of Hong Kong, Pokfulam, Hong Kong; Tel: (852)2859-7024; Fax: (852)2559-8994; E-mail: bpyloo@hkucc.hku.hk


Abstract

Should researchers collect choice or rank data in stated preference (SP) surveys? Answer to this question can have significant implications on survey costs and modeling outputs available for policy analysis. In particular, the exploded rank multinomial logit model (MNL) is compared with the ordinary choice-based MNL model. Using the empirical SP rank data collected among the public light bus operators in Hong Kong, the selected modeling approaches are compared in terms of model assumptions, model fit, modeling outputs and policy implications. Besides, the reliability of the exploded rank data is tested. The mixed results suggest that extra care must be exercised in the design of SP ranking tasks.

Keywords: Stated preference surveys, discrete choice, rank data, rank data reliability, MNL model.