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Attributes and levels Identifications (potential attributes)
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Literature Review: To investigate the attributes that are likely to be important to users
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Selecting the essential attributes (removing the inappropriate attributes): expert interviews (experts panel)
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Experimental design
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Create proper tasks (choice sets): Orthogonal Fractional Factorial/ Blocking/ Imposed restrictions
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Instrument design/data collection
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To estimate WTP and value the risk reduction, a larger survey instruments will be needed: face to face structured administrated survey
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Statistical analysis
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Statistical analysis of data with logit model
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