Demystifying experimental design processes for stated choice experiments

The design of stated choice surveys represents the cornerstone of current modelling efforts used to understand traveler behavior. Typically underlying such surveys are experimental designs, which are used to systematically allocate information to respondents in such a way that the data captured compliments the modelling efforts of researchers conducting the study. In this chapter, we describe the processes required to construct experimental designs for stated choice experiments, and in doing so, attempt to both demystify as well as broaden the knowledge of researchers wishing to conduct such experiments. In doing so, we present discussion of the two main types of experimental design approaches used within the literature, these being orthogonal designs and optimal designs.