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Interactive stated choice surveys: a study of air travel behaviour

Collins, A, Rose, JM and Hess, S (2012) Interactive stated choice surveys: a study of air travel behaviour. Transportation, 39 (1). 55 - 79 . ISSN 0049-4488

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Abstract

Stated preference (SP) experiments are becoming an increasingly popular survey methodology for investigating travel behaviour. Nevertheless, some evidence suggests that SP experiments do not mirror decisions in real markets. With an increasing number of real world decisions made using the internet, an opportunity exists to improve the realism of the SP counterparts of such choices by aligning the choice environment with such online portals. In this paper, we illustrate the benefits of such an approach in the context of air travel surveys. Our survey is modelled on the interface and functionality of an online travel agent (OTA). As with a real OTA, many ticket options are presented. Sort tools allow the options to be reordered, search tools allow options to be removed from consideration, and a further tool allows attributes to be hidden and shown. Extensive use of these tools is made by the 462 respondents. A traditional SP component was also completed by the respondents. Our exploratory analysis as well as random utility model estimation results confirm not only that respondents seem to engage more actively with the interactive survey, but also that the resulting data allows for better performance in model estimation compared to a more conventional SP experiment. These results have implications for the study of other complex travel choices where interactive surveys may similarly be preferable to standard approaches.

Item Type: Article
Copyright, Publisher and Additional Information: Copyright © 2012 Springer Verlag . This is an author prepared version of a paper subsequently published in Transportation. The original publication is available at www.springerlink.com.
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Environment (Leeds) > Institute for Transport Studies (Leeds)
Depositing User: Symplectic Publications
Date Deposited: 16 May 2012 13:19
Last Modified: 04 Jun 2014 10:31
Published Version: http://dx.doi.org/10.1007/s11116-011-9327-z
Status: Published
Publisher: Springer Verlag
Identification Number: 10.1007/s11116-011-9327-z
URI: http://eprints.whiterose.ac.uk/id/eprint/43613

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