“…A discrete CE was conducted to generate data on maize variety preferences. Specifically, the CE required participants to choose one of two varieties in ways that would compel them to make trade-offs—an improvement over other ranking methods such as contingent valuation ( Fonta et al, 2018 ; Hynes et al, 2011 ; Bennett and Adamowicz, 2001 ). Choice experiments have been applied in diverse fields such as choice of modes of transportation ( Hensher et al, 2005 ), health ( Hole and Kolstad, 2012 ), marketing ( Feit et al, 2010 ; Louviere et al, 2010 ; Louviere and Woodworth, 1983 ), and environmental economics ( Veettil et al, 2011 ).…”