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Choice experiment attributes selection: problems and approaches in a modal shift study in Klang Valley, Malaysia


Kaffashi, Sara and Shamsudin, Mad Nasir and Ahmad Sidique, Shaufique Fahmi and Bazrbachi, Abdullatif and Radam, Alias and Abdul Rahim, Khalid and Usman, Adam Shehu (2016) Choice experiment attributes selection: problems and approaches in a modal shift study in Klang Valley, Malaysia. Asian Social Science, 12 (1). pp. 75-83. ISSN 1911-2017; ESSN: 1911-2025


Choice experiment (CE) is a questionnaire based method that the accuracy of research questionnaire determines the validity of the research outcomes. Attribute selection has a prime importance in every CE studies. If respondents do not understand or do not have preference for a certain attribute, the attribute non-attendance problem might happen that biases overall results of the research. Qualitative approaches such as literature review, focus group discussion, and in depth discussion commonly applied in CE researches. However, especially in the developing countries context where ethnical and cultural diversity is a challenge in conducting survey based questionnaires, qualitative methods are not sufficient in selecting attributes. Present study investigates the application of relative importance index (RII) in respondents’ preference for attributes in a modal shift study in Klang Valley, Malaysia. The 5 point Likert scale questions were employed to enhance respondents’ preferences for initial 24 selected attributes. The results of this study showed that from 24 pre-selected attributes, only 18 of them had RII>0.5 and could be included in the final CE design. The results of this study could help researchers to control for unobserved problems in selecting the attributes which could not be discovered through qualitative approaches.

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Additional Metadata

Item Type: Article
Divisions: Universiti Putra Malaysia
DOI Number: https://doi.org/10.5539/ass.v12n1p75
Publisher: Canadian Center of Science and Education
Keywords: Attribute selection; Choice experiment; Developing countries; Likert scale; Relative importance index
Depositing User: Nabilah Mustapa
Date Deposited: 31 Jul 2017 09:53
Last Modified: 31 Jul 2017 09:53
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5539/ass.v12n1p75
URI: http://psasir.upm.edu.my/id/eprint/56463
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