Abstract:

One of the most striking developments in data collection procedures in the U.S. over the past several years has been the increasing interest shown in protocol analysis. Protocol analysis aims to examine the individual's choice process in making decisions by getting the individual to think aloud while performing or recalling choice behavior or problem solving. This verbal record or protocol provides the basic data from which the individual's choice model is deduced. The approach thus avoids the artificial imposition of a hypothesised decision model as in structural models, and their impact on the choice process.