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Analytic hierarchy process versus the choice experiments: a stated preference analysis

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Kallas, ZeinMés informacióMés informacióMés informació
Lambarraa, Fátima
Gil Roig, José MaríaMés informacióMés informacióMés informació
Document typeConference lecture
Defense date2009
Rights accessOpen Access
Attribution-NonCommercial-NoDerivs 3.0 Spain
Except where otherwise noted, content on this work is licensed under a Creative Commons license : Attribution-NonCommercial-NoDerivs 3.0 Spain
Abstract
Our paper tries to compare individuals’ preferences for attributes and levels of an agro-food product using two different methodologies. A key question is to know if asking consumer what they “prefer” or what they “buy” would lead to different results. In this context we realized an empirical comparison using two different methodologies; the Choice Experiments (CE) and the Analytical Hierarchy Process (AHP). The use of both methods is justified by their capacity to simulate the “purchasing” and “theoretical” stated preferences respectively. Restaurateur’s preference to include rabbit meat in their menus in Catalonia (Spain) has been taken to realize an exploratory study. At the aggregated results, attributes and levels preferences are found to be similar with a 55.6% of a correct rank score from both methods.
CitationKallas, Zein; Lambarraa, F.; Gil, J. Analytic hierarchy process versus the choice experiments: a stated preference analysis. A: the 10th International Symposium on the Analytic Hierarchy / Network Process Multi-criteria Decision Making. "University of Pittsburgh". pittsburgh: 2009. 
URIhttp://hdl.handle.net/2117/6349
ISBN1556-8296
Publisher versionhttp://www.isahp.org/2009Proceedings/index.htm
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