Hypothetical Questions
Introduction
Min Ding and Joel Huber seek published and working papers where authors have tried to reduce potential bias in stated preference obtained through hypothetical questions
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Hi all,
REQUEST FOR RESEARCH ON IMPROVING THE VALIDITY OF PREFERENCE AND CHOICE TASKS
We (Min Ding and Joel Huber) are writing a conceptual/review article on how marketing scholars improve data quality in preference measurement tasks such as such as experimental choices and self explicated methods.
Since almost all preference measurement tasks in marketing are conducted using hypothetical questions (instead of real purchase decision), potential bias might exist in such stated preference due to the hypothetical nature of the tasks. There are broadly two different approaches to remedy this problem. One is to use incentive aligned preference measurement tasks, the other is to use non-incentive aligned methods (such as cheap talk, statistical debias, uncertainty questioning …).
While we have already conducted a comprehensive review of existing work and communicated with some colleagues, we would like to go one step further. We plan to set up a clearing house of a sort that includes both published and in working paper form that have made an explicit effort to reduce potential bias due to the fact that respondents’ answers (stated preferences) are obtained through hypothetical questions. Papers themselves do not need to be focused on this particular issue.
Please send us the name of your paper if published or the link to your working paper (or the working paper itself) if not published yet, and we will publish the list on our website, grouped by different approaches used to improve data quality. We will regularly update this list so that it serves as a resource to both researchers and practitioners.
You can send your papers to either of us at minding@psu.edu or jch8@duke.edu.
Thanks in advance.
Min Ding and Joel Huber