Discrete Choice Experiments in Management Research

Discrete choice experiments (DCEs) are a promising yet underutilized research method that can provide rigorous empirical evidence about the microfoundations of choice. This method has potential applications in many areas of management research. While DCE methods are similar to conjoint analysis and policy capturing, they are conceptually and methodologically distinct and deliver unique and valuable results that can-in the right contexts-improve external validity. This paper disambiguates DCE from related methods and provides detailed guidance on best practices for conducting DCE research, with emphasis on the elements of experimental design and analysis that are unique to DCEs. Based on a systematic literature review, we identify several emergent and canonical research domains within management where DCE methods could be used to generate novel theoretical and empirical insights. We supplement this review and best-practice guidance with a demonstration experiment and provide all the code and documentation needed for researchers to conduct DCEs with skill and confidence.