Preference refers to an individual's choice or liking for one option over others based on personal taste, opinion, or desire.
Related terms
Bias: A systematic error or tendency that affects the results of a study by favoring certain outcomes or options.
Discrete Choice Model: A statistical model used to analyze preferences by predicting which alternative individuals are likely to choose from a set of distinct options.
Ordinal Scale: A measurement scale where data can be ordered or ranked but does not have equal intervals between values.