On the semantic scale problem in stated preference rating experiments

Stated preference (SP) rating experiments are easy to design and conduct. Furthermore, they constitute a generalisation of SP choice experiments in terms of the information about preferences that can be achieved. However, its results are sensitive to the numerical values assigned by the analyst to the semantic scale used by individuals to express their preferences. We consider this problem in depth using a variety of statistical techniques, including ordinal probit and a novel optimal scale linear regression approach.