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The use of survey data to study the determination of individual preferences is now firmly rooted in the social sciences. Although the theory and application of revealed preference has been a pivotal component of empirical analysis of individual choice, it is increasingly the case that firms, policy makers, and governments are interested in eliciting preferences over outcomes that are inherently difficult to measure and in some cases over states of the world yet to be realized. An example of this is the rapidly expanding area of attitudinal research which utilizes survey data to capture and represent key aspects of individuals' situation.
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