Choice or rank data in stated preference surveys?

Abstract

Should researchers collect choice or rank data in stated preference (SP) surveys? Answer to this question can have significant implications on survey costs and modeling outputs available for policy analysis. In particular, the exploded rank multinomial logit model (MNL) is compared with the ordinary choice-based MNL model. Using the empirical SP rank data collected among the public light bus operators in Hong Kong, the selected modeling approaches are compared in terms of model assumptions, model fit, modeling outputs and policy implications. Besides, the reliability of the exploded rank data is tested. The mixed results suggest that extra care must be exercised in the design of SP ranking tasks.