Using rank-ordered logit regression, researchers typically analyze consumer preference data collected with Best-Worst Scaling (BWS) surveys. We propose a generalized rank-ordered logit (GROL) model that allows flexibility in modeling preference heterogeneity. The GROL and mixed rank-ordered logit model (MROL) accommodate preference heterogeneity. However, the GROL also allows one to model heterogeneity as a function of demographic or environmental variables. A Monte Carlo experiment compares the estimates of accuracy and precision of the proposed GROL estimation with the MROL specification. Simulation results suggest that the GROL model performs comparatively well when the GROL or the MROL is the true data-generating process (dgp). Coefficient and willingness-to-pay estimates of the GROL are more precise and accurate compared to the MROL when the MROL is the true dgp. We surmise that the increased precision of the GROL estimator arises from the added flexibility for modeling different sources of heterogeneity. An empirical application analyzes a BWS survey on consumer preferences for single-use eating-ware (SUEW) products made from biobased materials. Findings suggest that consumers value most product degradability and using non-plastic materials to fabricate SUEW. Consumers also valued the rapidity of product degradability and using non-plastic materials to make SUEW plates. Respondent attentiveness also affected willingness-to-pay (WTP) estimates across attributes. Results suggest attentive respondents were about $3.00 more WTP for biodegradable SUEW than inattentive respondents.

中文翻译：

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贝叶斯广义排序 Logit 模型

研究人员通常使用排序 Logit 回归来分析通过最佳-最差尺度 (BWS) 调查收集的消费者偏好数据。我们提出了一种广义排序逻辑（GROL）模型，可以灵活地建模偏好异质性。GROL 和混合排序 Logit 模型 (MROL) 适应偏好异质性。然而，GROL 还允许人们将异质性建模为人口或环境变量的函数。蒙特卡罗实验将所提出的 GROL 估计的准确度和精度估计与 MROL 规范进行了比较。仿真结果表明，当 GROL 或 MROL 是真正的数据生成过程（dgp）时，GROL 模型表现相对较好。当 MROL 是真正的 dgp 时，GROL 的系数和支付意愿估计比 MROL 更精确。我们推测 GROL 估计器精度的提高源于对不同异质性来源建模的灵活性的增加。一项实证应用分析了 BWS 关于消费者对生物基材料制成的一次性餐具 (SUEW) 产品偏好的调查。调查结果表明，消费者最看重产品的可降解性以及使用非塑料材料制造 SUEW。消费者还看重产品降解的速度以及使用非塑料材料制造 SUEW 板材。受访者的注意力也影响了跨属性的支付意愿（WTP）估计。结果表明，细心的受访者对可生物降解 SUEW 的购买意愿比不细心的受访者高出约 3.00 美元。