Preferences of Iranian average risk population for colorectal cancer screening tests.

PURPOSE: The purpose of this paper is to explore the preferences of the average risk Iranian population for colorectal cancer (CRC) screening tests. DESIGN/METHODOLOGY/APPROACH: A standard stated-preferences method with discrete choice models was used to identify the preferences. Data about socio-demographic status, health status and preferences for CRC screening tests were collected by a structured questionnaire that was completed by 500 people aged 50-75 years. Mixed logit model was used to analyze the preferences. FINDINGS: The regression model showed that the test process, pain, place, frequency, preparation, sensitivity, complication risk, mortality rate and cost were the final attributes; that had a statistically significant correlation with the preferences of the people in choosing CRC screening tests. The socio-demographic and health status of participants had no significant correlation with the individuals' preferences. PRACTICAL IMPLICATIONS: This study provides insight into how different characteristics of a CRC screening test might influence the preferences of individuals about that test. ORIGINALITY/VALUE: This was the first study of this type in Iran to elicit the preferences of the average risk population for CRC screening tests using a discrete choice model.