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Literature on DCEs in health and more generally has grown rapidly since the mid-1990s. Applications of DCEs in health have come a long way, but to date few have been \u2018best practice\u2019, in part because \u2018best practice\u2019 has been somewhat of a moving target. The purpose of this paper is to briefly survey the history of DCEs and the state of current knowledge, identify and discuss knowledge gaps, and suggest potentially fruitful areas for future research to fill such gaps with the aim of moving the application of DCEs in health economics closer to best practice.<\/jats:p>","DOI":"10.1017\/s1744133109990193","type":"journal-article","created":{"date-parts":[[2009,8,28]],"date-time":"2009-08-28T13:17:35Z","timestamp":1251465455000},"page":"527-546","source":"Crossref","is-referenced-by-count":168,"title":["Choice experiments in health: the good, the bad, the ugly and toward a brighter future"],"prefix":"10.1017","volume":"4","author":[{"given":"JORDAN J.","family":"LOUVIERE","sequence":"first","affiliation":[]},{"given":"EMILY","family":"LANCSAR","sequence":"additional","affiliation":[]}],"member":"56","published-online":{"date-parts":[[2009,10,1]]},"reference":[{"key":"S1744133109990193_ref087","doi-asserted-by":"publisher","DOI":"10.1006\/obhd.2000.2941"},{"key":"S1744133109990193_ref086","doi-asserted-by":"publisher","DOI":"10.1016\/S0191-2615(00)00030-8"},{"key":"S1744133109990193_ref085","volume-title":"Using Discrete Choice Experiments to Value Health and Health Care","author":"Street","year":"2008"},{"key":"S1744133109990193_ref083","doi-asserted-by":"publisher","DOI":"10.1002\/9780470148563"},{"key":"S1744133109990193_ref081","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-6296(00)00083-7"},{"key":"S1744133109990193_ref079","doi-asserted-by":"publisher","DOI":"10.1002\/hec.821"},{"key":"S1744133109990193_ref075","first-page":"55","article-title":"\u2018Using discrete choice experiments to value health care programmes: current practice and future research reflections\u2019","volume":"2","author":"Ryan","year":"2003","journal-title":"Applied Health Economics and Health Policy"},{"key":"S1744133109990193_ref072","doi-asserted-by":"publisher","DOI":"10.1162\/003465398557735"},{"key":"S1744133109990193_ref070","doi-asserted-by":"publisher","DOI":"10.2307\/2234196"},{"key":"S1744133109990193_ref065","doi-asserted-by":"publisher","DOI":"10.1016\/j.jmp.2008.02.002"},{"key":"S1744133109990193_ref064","doi-asserted-by":"publisher","DOI":"10.1016\/j.jmp.2005.05.003"},{"key":"S1744133109990193_ref061","volume-title":"Handbook of Mathematical Psychology","author":"Luce","year":"1965"},{"key":"S1744133109990193_ref060","volume-title":"Individual Choice Behaviour","author":"Luce","year":"1959"},{"key":"S1744133109990193_ref059","doi-asserted-by":"crossref","unstructured":"Louviere J. 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