This chapter discusses the research needs for choice modelling research in health economics and the health sector more broadly. We first consider the evolution of the use of choice modelling, particularly using discrete-choice experiments (DCEs), from their early quite narrow use to the subsequent broadening in scope in relation to methods, context and the research questions addressed. DCEs undertaken in the health sector share many of the same considerations faced in developing and applying DCEs in other areas. In addition, we discuss a number of specific considerations that arise in a health context and make it a particularly interesting area in which to apply DCE methods. We discuss opportunities to draw on experience and lessons from other fields in which DCEs are applied and highlight research undertaken in health that is likely to be of interest to researchers in other areas of application. We conclude by proposing a new agenda for choice modelling research in health economics.
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