NDLI: Are Fast Responses More Random? Testing the Effect of Response Time on Scale in an Online Choice Experiment

Content Provider	Springer Nature Link
Author	Börger, Tobias
Copyright Year	2015
Abstract	Scepticism over stated preference surveys conducted online revolves around the concerns over “professional respondents” who might rush through the questionnaire without sufficiently considering the information provided. To gain insight on the validity of this phenomenon and test the effect of response time on choice randomness, this study makes use of a recently conducted choice experiment survey on ecological and amenity effects of an offshore windfarm in the UK. The positive relationship between self-rated and inferred attribute attendance and response time is taken as evidence for a link between response time and cognitive effort. Subsequently, the generalised multinomial logit model is employed to test the effect of response time on scale, which indicates the weight of the deterministic relative to the error component in the random utility model. Results show that longer response time increases scale, i.e. decreases choice randomness. This positive scale effect of response time is further found to be non-linear and wear off at some point beyond which extreme response time decreases scale. While response time does not systematically affect welfare estimates, higher response time increases the precision of such estimates. These effects persist when self-reported choice certainty is controlled for. Implications of the results for online stated preference surveys and further research are discussed.
Starting Page	389
Ending Page	413
Page Count	25
File Format	PDF
ISSN	09246460
Journal	Environmental and Resource Economics
Volume Number	65
Issue Number	2
e-ISSN	15731502
Language	English
Publisher	Springer Netherlands
Publisher Date	2015-03-18
Publisher Place	Dordrecht
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Attribute non-attendance Choice experiment Generalised multinomial logit Offshore windfarm Online survey Response time Scale heterogeneity Environmental Economics Environmental Law/Policy/Ecojustice Economic Policy Economics Environmental Management
Content Type	Text
Resource Type	Article
Subject	Economics and Econometrics Management, Monitoring, Policy and Law

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