Qualitative research is becoming more prominent in academic medicine and health care fields, and an increasing number of publications using qualitative methods are featured in prominent journals1–3; thus, recognizing the different available approaches can benefit researchers of all types. While a debate may wage between proponents of qualitative versus quantitative research, both sets of method...

A choice experiment is reported in which all pairs and triples of faces from a set of eight moderately attractive faces were presented, both upright and upside down, to 103 subjects. In each orientation, the subjects had to select the face that appeared more (pairs) or most (triples) attractive to them. For each orientation, the preference probabilities that arose from the pair and triple compa...