Cited by 107Economic and Environmental ValuationHealth Systems, Economic Evaluations, Quality of LifeHealth, Technology, Consumer Behavior

Understanding Uptake of Digital Health Products: Methodology Tutorial for a Discrete Choice Experiment Using the Bayesian Efficient Design

Open access
Szinay, Dorothy, Cameron, Rory, Naughton, Felix, Whitty, Jennifer A, Brown, Jamie, Jones, Andy·2021·Journal of Medical Internet Research

Published version of a preprint

Abstract

Understanding the preferences of potential users of digital health products is beneficial for digital health policy and planning. Stated preference methods could help elicit individuals’ preferences in the absence of observational data. A discrete choice experiment (DCE) is a commonly used stated preference method—a quantitative methodology that argues that individuals make trade-offs when engaging in a decision by choosing an alternative of a product or a service that offers the greatest utility, or benefit. This methodology is widely used in health economics in situations in which revealed preferences are difficult to collect but is much less used in the field of digital health. This paper outlines the stages involved in developing a DCE. As a case study, it uses the application of a DCE to reveal preferences in targeting the uptake of smoking cessation apps. It describes the establishment of attributes, the construction of choice tasks of 2 or more alternatives, and the development of the experimental design. This tutorial offers a guide for researchers with no prior knowledge of this research technique.

AI snapshot

Written from the paper’s full text.

TL;DR

This methodology tutorial describes how to develop a discrete choice experiment (DCE) for digital health uptake, using smoking cessation app uptake as a case study. It details attribute selection, choice task construction, experimental design, piloting, and generation of a Bayesian efficient design.

Key findings

  • The case study retained 5 of 14 initially identified factors for app uptake: monthly price, who developed the app, star ratings, description, and images; attributes had either 3 or 4 levels.
  • The DCE used full-profile, unlabeled choice tasks with an opt-out option (“Neither of these 2”); participants completed 12 choice tasks, with 48 choice tasks blocked into 4 survey versions of 12 each.
  • A full-factorial design would have 432 alternatives (4² × 3³), reduced to a fractional sample of 96 alternatives arranged in 48 choice pairs.
  • A pilot survey with 34 participants refined price and rating levels; a pilot DCE with 49 individuals informed priors, and the longest survey completion time was under 12 minutes. The final design used a Bayesian efficient (Db-efficient) design after a Dp-efficient pilot.

Methods

  • Methodology tutorial outlining DCE development stages, using a smoking cessation app uptake case study based on a systematic review and a think-aloud/interview study.
  • Attribute and level selection, choice task construction, experimental design generation in Ngene, pilot analysis in Apollo/R, and final Bayesian efficient design generation.
  • Pilot data sources: a 34-participant survey to refine attribute levels and a 49-participant pilot DCE to estimate priors; the paper reports design and pilot details, not final DCE preference estimates.

Limitations

  • The paper states that DCEs’ hypothetical nature raises external validity concerns and an intention-behavior gap; it notes that only 2% of health care DCE studies (k=7) report external validity details, an earlier meta-analysis (k=6) found only moderate accuracy in predicting health choices, and no published study has investigated external validity of a digital health DCE.
  • The paper states that any single choice set is unlikely to present all relevant attributes, and selecting the most relevant attributes requires comprehensive preparatory research that can lengthen development.
  • The paper states that opt-out choices provide no information on trade-offs and that the multinomial logit model has assumptions/limitations (eg, independence of irrelevant alternatives, homogeneity of preferences, independence of observed choices); evident from the text, this is a methodology tutorial and does not report final DCE results or uptake predictions.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.2196/32365

Cites

62 of 62 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

0 of 75 cited sources checked · 0 supported · 0 flagged

  • Findingreasoning

    Of the 14 factors initially identified as relevant for uptake of health and well-being apps, 5 were retained and included in the DCE: monthly price, developer, star ratings, description, and images.

    “Of the 14 factors initially identified as being relevant for the uptake of health and well-being apps, 5 were retained and included in the DCE: the monthly price of the app, who developed the app, the star ratings of the app, the description of the app, and images shown.”
    Quote in the paperSubstantial claim
  • Findingown data

    The longest completion time for the survey was under 12 min.

    “The longest completion time for the survey was under 12 min.”
    Quote in the paperSubstantial claim
  • Findingown data

    In the pilot study with 49 individuals, feedback suggested a tendency to ignore the last two attributes (app description and images) when they were in the initial order.

    “In our pilot study conducted with 49 individuals, feedback from the participants suggested that with the initial order of the attributes, there was a tendency to ignore the last two attributes, app description and images of the app, the most text-heavy attributes.”
    Quote in the paperSubstantial claim
  • Premisecitation

    The literature suggests that a feasible limit is 18 choice sets per participant.

    “The literature suggests that a feasible limit is 18 choice sets per participant [45,46].”
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  • Premisecitation

    Outputs from statistical models developed using DCE data can be beneficial for estimating uptake of new products or services, including digital health tools, where observational data are not available or are difficult to obtain otherwise.

    “The outputs from statistical models developed using DCE data can be beneficial for estimating uptake of new products or services, including digital health tools, where observational data are not available or are difficult to obtain otherwise [15,16].”
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    Premisecitation

    Data analysis in DCEs involves regression modeling in a random utility framework.

    “Data analysis involves regression modeling in a random utility framework [8].”
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    Extensions of MNL, such as nested logit, mixed logit, and latent class models, may be used to account for MNL's limitations.

    “Extensions of MNL (eg, nested logit, mixed logit, and latent class models) may be used to account for these limitations [39,40].”
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    • cites [39] Hensher, DA, 2005, Applied Choice Analysis: A Primer

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    Premisecitation

    The identification of attributes in a DCE is typically based on primary and secondary data collection to ensure that the DCE is tailored to the study setting.

    “The identification of attributes is typically based on primary and secondary data collection to ensure that the DCE is tailored to the study setting [13].”
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    Study design and conductreasoning

    In our DCE, 12 choice tasks per participant were deemed low enough to avoid excessive cognitive load but high enough to establish sufficient statistical precision.

    “In our DCE, we administered 12 choice tasks per participant, which were deemed a number low enough to avoid excessive cognitive load but high enough to establish sufficient statistical precision.”
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    Premisecitation

    To undertake sample size calculation, it is crucial to know the number of alternatives per choice set, the largest number of levels of any attribute (for main effects) or the largest level of any two attributes (for interaction effects), and the number of blocks.

    “It is noteworthy that to undertake the sample size calculation, it is crucial to know the number of alternatives per choice set, the largest number of levels of any attribute (for DCEs looking at main effects only) or the largest level of any two attributes (for a DCE looking at interaction effects), and the number of blocks [38].”
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    Premisecitation

    In recent years, DCEs have been increasingly used in health and health care settings, addiction research, and digital health.

    “In recent years, DCEs have been increasingly used in health and health care settings [9,10], as well as in addiction research [11] and digital health [4-6].”
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    Premisecitation

    A balance exists between simpler designs with lower numbers of levels, which reduce respondent burden and are useful for identifying attribute rankings, and more complex designs with higher levels, which have higher statistical precision and are more sensitive to identifying trade-offs.

    “Yang et al [32] suggested that a balance exists between simpler designs with lower numbers of levels, which reduce the respondent burden (and consequently measurement error) and are useful for identifying attribute rankings, and more complex designs with higher levels (and higher statistical precision) and is more sensitive to identifying trade-offs between attributes.”
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    Premisecitation

    The importance of qualitative research lies in ensuring inclusion of attributes that are relevant to most participants.

    “The importance of qualitative research lies in ensuring inclusion of attributes that are relevant to most participants [25].”
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    Premisecitation

    Imbalance in the numbers of levels across attributes raises the importance of the attributes with higher levels.

    “and that imbalance in the numbers of levels across attributes raises the importance of the attributes with higher levels [32].”
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    Premisecitation

    The most widely used type of stated preference method is the discrete choice experiment (DCE).

    “The most widely used type of stated preference method is the discrete choice experiment (DCE) [7].”
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  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Interpretationreasoning

    The increasing number of DCEs in digital health highlights their potential, although they are currently underused.

    “The increasing number of DCEs in digital health highlights their potential, although they are currently underused.”
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  • Probably not a substantial claim: may not pass S1 (asserted), S3 (load-bearing).

    Premisecitation

    Increasing the number of levels for an attribute increases the relative importance of that attribute.

    “It has been suggested that increasing the number of levels for an attribute increases the relative importance of that attribute [31]”
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    • cites [31] Ratcliffe, J, 2002, Int J Technol Assess Health Care

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    Premisecitation

    DCEs can provide an empirical alternative to expert opinions while accounting for possible interactions between attributes, which are otherwise often ignored.

    “However, DCEs can provide an empirical alternative to expert opinions, while accounting for possible interactions between attributes (eg, design of a product and brand name), which are otherwise often ignored [18].”
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    Premisecitation

    The random utility model conventionally used is based on the Lancaster theory of consumer demand, and together they assume that individuals make trade-offs when making a decision and choose an option that offers the greatest utility, determined by how much importance they place on the attributes associated with the product.

    “The random utility model conventionally used is also based on the Lancaster theory of consumer demand [35], which together assume that individuals make trade-offs when making a decision and would choose an option that offers the greatest utility [36], determined by how much importance they place on the attributes associated with the product [37].”
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    • cites [35] Ryan, M, 2008, Using Discrete Choice Experiments to Value Health and Health Care source

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    • cites [36] McFadden, D, 1973, Frontiers in Econometrics

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    Study design and conductcitation

    The study protocol of the research this paper is based on is registered on the Open Science Framework.

    “The study protocol of the research this paper is based on is registered on the Open Science Framework [19].”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites [19] SzinayDRoryCJonesAWhittyJChadbornTBrownJNaughtonFAdult Smokers' Preferences for the Uptake of Smoking Cessation Apps: A Discrete Choice Experiment202103122020-11-01https://osf.io/5439x/

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    Premisecitation

    The multinomial logit (MNL) model is typically a starting point for basic model estimation in DCEs.

    “The multinomial logit (MNL) model has been previously described as the “workhorse” of DCE estimation [38,39], and it typically serves as a starting point for basic model estimation (although alternative models, such as probit, may be used).”
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    • cites [39] Hensher, DA, 2005, Applied Choice Analysis: A Primer

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    Premisecitation

    Five attributes are generally considered low enough to complete a full-profile choice task, which consequently maximizes the information about trade-offs.

    “Five attributes are generally considered low enough to complete a full-profile choice task, which consequently maximizes the information about trade-offs [33].”
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    Study design and conductcitation

    Our DCE's attributes were based on a comprehensive systematic review and a qualitative think-aloud and interview study.

    “Our DCE was based on a comprehensive systematic review investigating factors influencing the uptake and engagement with health and well-being smartphone apps [28] and a qualitative research component that consisted of a think-aloud and interview study to examine further the previously identified factors or attributes [29].”
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    Premisecitation

    MNL requires assumptions and limitations, including independence of irrelevant alternatives, homogeneity of preferences, and independence of observed choices.

    “It is important to note that MNL requires some important assumptions and limitations—for example, independence of irrelevant alternatives, homogeneity of preferences, and independence of observed choices [40,41].”
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    • cites [41] Train, K, 2009, Logit. Discrete Choice Methods with Simulation. 2 ed

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    Premisecitation

    Blocking is a technique widely used in DCEs to reduce cognitive burden by partitioning large experimental designs into subsets of equal size, thereby reducing the number of choice tasks that any one respondent is required to complete.

    “Blocking is a technique widely used in DCEs to reduce cognitive burden by partitioning large experimental designs into subsets of equal size, thereby reducing the number of choice tasks that any one respondent is required to complete [47].”
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    Premisecitation

    There has been a recent change in thinking toward a nonorthogonal and statistically more efficient design.

    “There has therefore been a recent change in thinking toward a nonorthogonal and statistically more efficient design [38].”
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    Premisecitation

    DCEs are widely used to understand patient and provider choices in health care.

    “Although DCEs are widely used to understand patient and provider choices in health care [8,10,15,55], they have only recently started to gain popularity in digital health [4-6] and as such represent an underused approach in digital health.”
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    • cites [55] source

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    Premisecitation

    DCEs have only recently started to gain popularity in digital health and represent an underused approach in digital health.

    “Although DCEs are widely used to understand patient and provider choices in health care [8,10,15,55], they have only recently started to gain popularity in digital health [4-6] and as such represent an underused approach in digital health.”
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    Premisecitation

    The DCE methodology is considered a convenient approach to investigate the uptake of new interventions, including digital health interventions.

    “The DCE methodology is also considered a convenient approach to investigate the uptake of new interventions, including digital health interventions [38], for example, digital behavior change interventions using a health and well-being smartphone app.”
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    Interpretationreasoning

    Choosing the most relevant attributes to test in a DCE requires comprehensive preparatory research, which can lengthen the time required to undertake the development phase of any piece of work.

    “Choosing the most relevant attributes to test in a DCE, therefore, requires comprehensive preparatory research, which can lengthen the time required to undertake the development phase of any piece of work.”
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    Premisecitation

    The most widely used efficiency measure is the D-error, which refers to the efficiency of the experimental design in extracting information from respondents.

    “The most widely used efficiency measure is the D-error, which may be easily estimated using various software packages, such as Ngene, and refers to the efficiency of the experimental design in extracting information from respondents [21].”
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    Interpretationreasoning

    DCEs enable the researcher to gain measurable insights into situations in which quantitative measures are hard to otherwise obtain, such as the factors impacting the uptake of health apps on curated health app portals.

    “For example, as illustrated by the case study here, they enable the researcher to gain measurable insights into situations in which quantitative measures are hard to otherwise obtain, such as the factors impacting the uptake of health apps on curated health app portals.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    Pilot findings may suggest that the DCE needs to be amended (e.g., reducing choice sets or attributes) to better reflect participants' preferences and improve precision in parameter estimates.

    “The findings of the pilot may suggest that the DCE needs to be amended, such as reducing the number of choice sets or the number of attributes, so that the responses are a better reflection of the participants’ preferences and improve the precision in the parameter estimates [13].”
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    Study design and conductcitation

    Following the advice of Lancsar and Louviere, we did not exclude participants who failed the internal validity check, as that might have caused statistical bias or affected statistical efficiency.

    “Following the advice of Lancsar and Louviere [54], we did not exclude participants who failed the internal validity check, as that might have caused statistical bias or affected statistical efficiency.”
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    • Rests on an assumption: There is no consensus on what to do with the data from responses that fail validity tests.
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    Premisecitation

    When perfect orthogonality and balance cannot be achieved or are not desirable, an efficient design can be applied.

    “When perfect orthogonality and balance cannot be achieved or are not desirable, an efficient design can be applied [20].”
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    Premisecitation

    A D-efficient design will outperform an orthogonal design, and given reliable priors, a Dp-efficient design will outperform a Dz-efficient design.

    “Hence, a D-efficient design will outperform an orthogonal design, and (given reliable priors), a Dp-efficient design will outperform a Dz-efficient design [21].”
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    Interpretationreasoning

    DCEs bring several benefits to help overcome the issue of measuring uptake in digital health or in other areas where the measurement of the predictors of uptake in a good or service is required.

    “DCEs bring several benefits to help overcome the issue of measuring uptake in digital health or in other areas where the measurement of the predictors of uptake in a good or service is required.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based). May combine two claims.

    Interpretationnone given

    DCEs have significant potential in digital health research and can serve as an important decision-making tool in a field where observational data are lacking.

    “In summary, DCEs have significant potential in digital health research and can serve as an important decision-making tool in a field where observational data are lacking.”
    Quote in the paperNot a substantial claim
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    Interpretationcitation

    Participants may believe they would choose a scenario presented and described in a choice task, but in real life, there might be other factors that would influence their behaviors, such as the aesthetics of the app.

    “As such, participants may believe they would choose a scenario presented and described in a choice task, but in real life, there might be other factors that would influence their behaviors, such as the aesthetics of the app [28].”
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    Study design and conductown data

    In our research, we used the stability validity test to check internal validity by repeating a randomly generated choice task (the fourth).

    “In our research, we used the stability validity test to check the internal validity by repeating a randomly generated choice task (in our case, it was the fourth).”
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    Study design and conductnone given

    We reported data on internal validity to enable the reader to make a judgement on likely biases.

    “However, we reported data on internal validity to enable the reader to make a judgement on likely biases.”
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  • Probably not a substantial claim: may not pass S2 (checkable), S4 (based).

    Interpretationreasoning

    A plausible explanation for limited translatable insights is that uptake of digital tools is difficult to empirically measure.

    “One plausible explanation is that uptake of digital tools is difficult to empirically measure.”
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    Premisecitation

    An earlier systematic review and meta-analysis (k=6) found that DCEs have only a moderate level of accuracy in predicting behaviors of health choices.

    “Indeed, a recent systematic review of the literature on DCEs in health care reported that only 2% of the included studies (k=7) report details of the investigation of external validity [47], while an earlier systematic review and meta-analysis (k=6) found that DCEs have only a moderate level of accuracy in predicting behaviors of health choices [61].”
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    Premisecitation

    A DCE helps to quantify preferences to support more complex decisions.

    “A DCE also helps to quantify preferences to support more complex decisions [59].”
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  • The paper relies on this without support.

    Uptake of digital tools is generally low.

    “This is important because uptake of digital tools is generally low.”
  • The paper relies on this without support.

    Stated preference methods could help elicit individuals’ preferences in the absence of observational data.

    “Stated preference methods could help elicit individuals’ preferences in the absence of observational data.”
  • The paper relies on this without support.

    The allocation of attribute levels within the experimental design can affect statistical power; if a certain level is underrepresented in the choice sets generated, then the coefficient for that level cannot be easily estimated.

    “The allocation of the attribute levels within the experimental design can affect statistical power; if a certain level is underrepresented in the choice sets generated, then the coefficient for that level cannot be easily estimated.”
  • The paper relies on this without support.

    Dominant alternatives do not provide information about how trade-offs are made, as individuals usually would select the dominant alternatives.

    “Dominant alternatives, where all attribute levels of one alternative are more desirable than all attribute levels in the others, do not provide information about how trade-offs are made, as individuals usually would select the dominant alternatives.”
  • The paper relies on this without support.

    In our DCE, there was a lack of empirical evidence to suggest the presence of potential interactions between attributes.

    “In our DCE, given the novel nature of the research on the uptake of health apps and the lack of empirical evidence to suggest the presence of potential interactions between attributes, we decided to only look at main effects.”
  • The paper relies on this without support.

    For studies with five or more attributes with two or more levels, an orthogonal design may not be practical.

    “For studies with five or more attributes with two or more levels, an orthogonal design may not be practical.”
  • The paper relies on this without support.

    There is no formal guidance on how large the pilot sample should be.

    “There is no formal guidance on how large the pilot sample should be, and this is largely guided by the budget and complexity of the experimental design.”
  • The paper relies on this without support.

    The size of the pilot sample is largely guided by the budget and complexity of the experimental design.

    “There is no formal guidance on how large the pilot sample should be, and this is largely guided by the budget and complexity of the experimental design.”
  • The paper relies on this without support.

    Piloting offers an opportunity to ensure that the information is presented clearly and that the choices are realistic and meaningful.

    “In addition to providing estimations for the choice matrix design described above, piloting offers an opportunity to ensure that the information is presented clearly and that the choices are realistic and meaningful.”
  • The paper relies on this without support.

    Piloting provides insight into how cognitively demanding it is for respondents to complete.

    “It also provides insight into how cognitively demanding it is for respondents to complete.”
  • The paper relies on this without support.

    There is no consensus on what to do with the data from responses that fail validity tests.

    “Furthermore, there is no consensus on what to do with the data from responses that fail validity tests.”
  • The paper relies on this without support.

    To our knowledge, no study has been published that investigates the external validity of a DCE developed in digital health.

    “To our knowledge, no study has been published that investigates the external validity of a DCE developed in digital health.”
12 of 12

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • The study used a D-efficient design to reduce the number of choice cards while maintaining the precision of parameter estimation.

    “To improve experimental efficiency and avoid redundancy, this study adopted a D-efficient design, which reduces the number of choice cards while maintaining the precision of parameter estimation, thereby enabling participants to provide more efficient data contributions within a limited number of tasks (59, 60).”

    From Designing age-friendly interfaces and wearable–environment integrations to enhance medication adherence: a discrete choice experiment among older adults (2026) · cites this paper as [60]

    The Experimental Design section says D-efficient designs increase the precision of parameter estimates for a given sample size. It attributes the reduction in choice tasks to the fractional-factorial design and blocking, rather than to D-efficiency alone. The cited paper therefore supports the precision rationale, but not the claim that D-efficiency itself reduced the number of choice cards. (LLM, conf=0.86)

    Experimental — accuracy not yet measured

Cites

Flagged first, then by citations

Research works printed but not linked: 3

  1. Ratcliffe, J, 2002, Int J Technol Assess Health Care, 18, 139
  2. Train, K, 2009, Logit. Discrete Choice Methods with Simulation. 2 ed, 34
  3. 2012, NGene.1.1.1 User Manual & Reference Guide A, 1

Cited by

Sorted by citations

Authors
Szinay, D., Cameron, R., Naughton, F., Whitty, J. A., Brown, J., & Jones, A.
Affiliations
  • University of East Anglia (GB)
  • University College London (GB)
Corresponding author
Szinay, Dorothy
Venue
Journal of Medical Internet Research
Published
2021-10-11
Volume
23
Issue
10
Pages
e32365
ISSN
1438-8871 (ISSN-L)
OpenAlex
W3200143140
Cited by
106
References
60
Citations by year
2026: 32 · 2025: 44 · 2024: 20 · 2023: 7 · 2022: 3
FWCI
5.72
Type
journal article
Language
en
Open access
Licence
other-oa
Locations
  • Journal of Medical Internet Research (publishedVersion, other-oa)
  • Europe PMC (PubMed Central) (publishedVersion, other-oa)
  • PubMed Central (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • UEA Digital Repository (University of East Anglia) (acceptedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
  • UCL Discovery (University College London) (submittedVersion)
  • Griffith Research Online (submittedVersion, cc-by)
Funders
  • Cancer Research UK (22962)
  • National Institute for Health and Care Research
  • Department of Health and Social Care
  • University of Leeds
  • University of Sydney
  • Medical Research Council (MR/S037519/1)
Topics
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Health Systems, Economic Evaluations, Quality of Life
  • Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
Keywords
discrete choice experiment, digital health products, uptake, stated preference, smoking cessation apps, user preferences, experimental design, choice task, health technology assessment
MeSH terms
Bayes Theorem, Choice Behavior, Health Policy, Health Services, Humans, Patient Preference

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Claims read by deepseek-v4.1-flash under definition version 3 (extract-v3) on 2026-10-10.

Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-10-10.

Statistics and arithmetic are recomputed, not judged.

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