Choice modelling with search and sort data from an interactive choice experiment

• An interactive choice experiment aids in the recovery of preference heterogeneity.
• Sort and search tools allow choice alternatives to be reordered and eliminated.
• A sort on price implies greater price sensitivity.
• A search on an attribute may imply greater sensitivity to the attribute.
• A search on an attribute may imply lesser price sensitivity.

We present a highly structured, online, interactive choice environment containing a large number of alternatives, a search tool that eliminates alternatives that fail specified criteria, and a sort tool. A conceptual framework is developed that links tool usage and preference heterogeneity, and tested in the context of long-haul flight choice. Individuals who sort on price are more price sensitive; individuals who search on certain attributes have a greater marginal (dis)utility for that attribute; and individuals who perform certain non-price searches have a lesser price disutility. The method shows promise as a means for providing a richer picture of preference heterogeneity.