Application Of Stated Preference Survey In Discrete Choice Model

Based on mathematics, computer science and econometrics, etc, the analysis of discrete choice is an interdisciplinary subject, which has been widely used in consumer behavior analysis, transportation choice, course instruction choice and other fields. Therefore, it is of practical importance to study discrete choice model. This paper adopts SP survey technique to collect the data and analyzes two examples by estab-lishing discrete choice models.Questionnaire design is the key point for SP survey method.This paper discribes the details in designing two questionnaires and designs the experiments by using uni-form designs, which helps to save cost and improve efficiency dramatically. The method of setting factors and their corresponding levels used in this paper is different from that in previous literature, thus makes the experimental points more reasonable by using a uniform design.Two examples, i.e., questionnaire of teaching in Suzhou University and survey of favourate transportation methods in Suzhou, are selected to illustrate the application of SP survey method in establishing discrete choice model. In the former, the whole process of preparation, implementation, estimation and data analysis is elaborated, while in the latter, only the design of experimental points, including setting of factors and level combinations, is introduced due to the limited time when implementing the design in practice. Result of the first example shows that it can help determine the importance of different factors and improve the practicability of the model by SP survey approach.