Journal of General Internal Medicine

, Volume 27, Issue 1, pp 45–50

Conjoint Analysis Versus Rating and Ranking for Values Elicitation and Clarification in Colorectal Cancer Screening

Authors

    • Department of Medicine, Cecil Sheps Center for Health Services Research and Lineberger Cancer CenterUniversity of North Carolina
  • Alison T. Brenner
    • Department of Medicine, Cecil Sheps Center for Health Services Research and Lineberger Cancer CenterUniversity of North Carolina
  • Sarah Hawley
    • Department of MedicineUniversity of Michigan
  • Stacey L. Sheridan
    • Department of Medicine, Cecil Sheps Center for Health Services Research and Lineberger Cancer CenterUniversity of North Carolina
  • Carmen L. Lewis
    • Department of Medicine, Cecil Sheps Center for Health Services Research and Lineberger Cancer CenterUniversity of North Carolina
  • Daniel E. Jonas
    • Department of Medicine, Cecil Sheps Center for Health Services Research and Lineberger Cancer CenterUniversity of North Carolina
  • Kirsten Howard
    • School of Public HealthUniversity of Sydney
Original Research

DOI: 10.1007/s11606-011-1837-z

Cite this article as:
Pignone, M.P., Brenner, A.T., Hawley, S. et al. J GEN INTERN MED (2012) 27: 45. doi:10.1007/s11606-011-1837-z

ABSTRACT

PURPOSE

To compare two techniques for eliciting and clarifying patient values for decision making about colorectal cancer (CRC) screening: choice-based conjoint analysis and a rating and ranking task.

METHODS

Using our decision lab registry and university e-mail lists, we recruited average risk adults ages 48–75 for a written, mailed survey. Eligible participants were given basic information about CRC screening and six attributes of CRC screening tests, then randomized to complete either a choice-based conjoint analysis with 16 discrete choice tasks or a rating and ranking task. The main outcome was the most important attribute, as determined from conjoint analysis or participant ranking. Conjoint analysis-based most important attribute was determined from individual patient-level utilities generated using multinomial logistic regression and hierarchical Bayesian modeling.

RESULTS

Of the 114 eligible participants, 104 completed and returned questionnaires. Mean age was 57 (range 48–73), 70% were female, 88% were white, 71% were college graduates, and 62% were up to date with CRC screening. Ability to reduce CRC incidence and mortality was the most frequent most important attribute for both the conjoint analysis (56% of respondents) and rating/ranking (76% of respondents) groups, and these proportions differed significantly between groups (absolute difference 20%, 95% CI 3%, 37%, p =0.03). There were no significant differences between groups in proportion with clear values (p = 0.352), intent to be screened (p = 0.226) or unlabelled test preference (p = 0.521)

CONCLUSIONS

Choice-based conjoint analysis produced somewhat different patterns of attribute importance than a rating and ranking task, but had little effect on other outcomes.

KEY WORDS

colorectal cancer (CRC) screeningconjoint analysisrating/ranking preferences

Supplementary material

11606_2011_1837_MOESM1_ESM.pdf (56 kb)
ESM 1(PDF 56 kb)

Copyright information

© Society of General Internal Medicine 2011