Comment on “Revealing Differences in Willingness to Pay Due to the Dimensionality of Stated Choice Designs: An Initial Assessment”

There are very few studies that quantify the interactions and tradeoffs between statistical and cognitive efficiency in designing stated-choice studies. While a conceptual framework for evaluating cognitive strategies would be desirable, Hensher adopts a strictly empirical approach in this experiment. The success of the study must be evaluated in light of his aggregating attributes rather than controlling the number of attributes, asymmetry in the narrow-range and wide-range attributes, and lack of orthogonality between the number of attributes and number of alternatives. Nevertheless, Hensher challenges uncritical acceptance of any given set of design features and correctly insists that we confirm our experience with rigorous, quantitative experiments.