The development of a discrete choice experiment: Investigating pharmacy selection in New Zealand

Introduction: Discrete choice experiments (DCEs) provide a method for understanding preferences for service provision and there have been limited applications to the selection of community pharmacies. The validity and accuracy of DCEs rely upon the attributes and levels used. This paper aims to describe the development of a DCE investigating New Zealanders preferences for community pharmacies. Methods: Five focus groups were conducted between August 2022 and April 2023, each representing a different demographic group. The transcripts underwent thematic analysis to develop themes and to write attributes that were important and realistic to participants. A complete survey combined choice tasks, generated through a partial factorial design, with demographic questions. It was pilot-tested using a 'think aloud' approach to ensure it was feasible and interpreted as intended. Results: Thirty three codes were collated and refined into six attributes; location, wait time, customer service, prescription co-payments, nearby businesses, and car parking. Participants were asked to imagine they were in a new area, hence, attributes were presented as information available online. Discussion: This in-depth reporting of DCE attribute development allows for robust evaluation of the validity of the processes used and identifies several differences.