RESEARCH ARTICLE
Choice or Rank Data in Stated Preference Surveys?
Becky P.Y. Loo*, 1, S.C. Wong2, Timothy D. Hau3
Article Information
Identifiers and Pagination:
Year: 2008Volume: 2
First Page: 74
Last Page: 79
Publisher ID: TOTJ-2-74
DOI: 10.2174/1874447800802010074
Article History:
Received Date: 21/5/2008Revision Received Date: 27/8/2008
Acceptance Date: 29/8/2008
Electronic publication date: 22/10/2008
Collection year: 2008
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.
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.