Using the internet to administer more realistic vignette experiments

This article illustrates an innovative method of administering
stated choice studies (or vignette experiments) using computers and
the Internet. The use of video clips to deliver information to
research participants makes vignettes more realistic, helps to
engage interest of research participants, and can reduce framing
effects. The method also provides research participants with
interactive options before making judgments. A study to determine
the views of older people regarding residential options is used to
illustrate the method. Even older people with limited experience in
using computers participated successfully. The study findings
showed that research participants responded both to the audiovisual
characteristics of vignette persons and to the variables in the
vignette structure.