Investigating attribute non-attendance effects in conjoint analysis methods performance: Choice experiment, ranking conjoint analysis and best worst scaling

This paper addresses a set of methodological questions. First, it assesses the variation of the level of ANA in different non-hypothetical CA formats. Second, it explores whether asking respondents to report the attributes they ignored after each choice set or at the end of the choice task yield comparable results. Lastly, it explores the implications of taking into account ANA information on respondents’ willingness to pay and on the external predictive powers of the estimated parameters. To answer these research questions, three treatments were carried out, non-hypothetical CE (NHCE), non-hypothetical RCA (NHRCA) and nonhypothetical BWS (NHBWS)