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ABSTRACT
This article presents an analysis of internal validity in discrete choice experiments. Prior studies have analysed the importance of the order of attributes within a multiple choice context, but few have specifically analysed the importance of the location of the price attribute. The internal validity was analysed while considering variations in the position of the price attribute in the choice cards. Results show differences in the estimates of willingness to pay according to the price-location version used: at the beginning, in the middle or at the end of the choice card.
Acknowledgements
The authors would like to thank the anonymous reviewers by their comments and suggestions.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Funding
This work was supported by the Regional Government of Andalucía under Grant number NET165602 (RECAMAN Project). It also constitutes a contribution of M.S. to the project RTA2013-00048-C03-01, funded by the INIA (Spanish Ministry of Economy and Competitiveness).