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Visualisations in Choice Experiments: Comparing 3D Film-sequences and Still-images to Analyse Housing Development Alternatives

Wolfgang Rid, Wolfgang Haider, Andrea Ryffel and Ben Beardmore

Ecological Economics, 2018, vol. 146, issue C, 203-217

Abstract: Participatory planning approaches are said to improve agreement on sustainable housing development objectives among stakeholders. The choice experiment method (CE) offers much potential for an in-depth and rigorous participatory planning approach, e.g. having individuals choose their most preferred option from a range of (planning) alternatives. Here we tested for differences in preferences for housing development alternatives resulting from the different forms of presentation of identical choice set information (treatments) – in particular, digitally generated film sequences presented to respondents as compared with the presentation in the format of a series of still images, as an internet survey among German home buyers. The findings suggest that a more sophisticated form of choice set presentation, 3D film sequences, was outperformed by a more basic form of visualisation technique, the choice set information presented as 3D still-images. Also, we tested for the effect of the degree of ‘expertise’ of respondents and found that a more sophisticated form of choice set presentation (3D film sequences) led to a better comprehension of the choice set task only among ‘expert respondents’, i.e. respondents who in the past had made a housing investment decision or were presently making an actual house buying decision.

Keywords: Discrete choice experiment; Attribute visualisation; Random parameter logit model; Sustainable housing development (search for similar items in EconPapers)
Date: 2018
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Handle: RePEc:eee:ecolec:v:146:y:2018:i:c:p:203-217