This book delivers a user guide reference for researchers seeking to build their capabilities in conducting discrete choice experiments (DCE). The book is born out of observing the growing popularity – but lack of understanding – of the techniques to investigate preferences. It acknowledges that these broader decision-making processes are often complicated or sometimes impossible to study using conventional methods. While DCE is more mature in specific fields, it is relatively new in social and managerial sciences disciplines. This text addresses these gaps as the first ‘how-to’ handbook that discusses the design and application of DCE methodology using R for social and managerial science research. Whereas existing books on DCE are either research monographs or primarily focused on technical aspects, this book offers a step-by-step application of DCE in R, underpinned by a theoretical discussion on the strengths and weaknesses of the DCE approach, with supporting examples of best practices. Relevant to a broad spectrum of emerging and established researchers interested in experimental research techniques, particularly those about the measurements of preferences and decision-making, it is also helpful to policymakers, government officials, and NGOs working in social scientific spaces.
