Seda Erdem is a senior lecturer in applied economics and the Research Coordinator of the Economics Division. She is also a member of Stirling Behavioural Science Centre. Previously, she was a research fellow at the Department of Health Sciences, University of York.Seda had her MSc in Resource Economics from the University of Massachusetts in Amherst, USA. She studied industrial organisation, food safety economics, risks and decision-making models. She then moved to Manchester, the UK to complete her PhD in Economics. Her research focussed on eliciting preferences using stated preference techniques in the context of food safety. She then moved to the University of York to be a part of a research group studying public preferences for health service innovations and decision-making between various innovation options. Since then she has involved in many research projects focussing on eliciting individual's preferences and choices, perceptions, and decision-making in various contexts in the fields of food, health, and marketing. Her research combines ideas from economics and behavioural science and utilizes techniques from both disciplines. Seda's another interest includes designing surveys and advancing the survey methodology.
Seda’s main areas of research broadly fall into applied microeconomics, public health economics, behavioural economics, and food and resource economics. More specifically, she is interested in consumer choice behaviour, decision-making and eliciting preferences in the fields of health, food, agriculture and marketing. A further area of research involves consumers’ perception of risks, trust in institutions, and responsibility for food safety.
She also has a particular interest in exploring methodological and econometric aspects associated with discrete choice and best-worst scaling methods. Her work has focused on issues in these methods, such as preference heterogeneity and decision heuristics (e.g., attribute non-attendance, elimination and selection by aspect behaviours) and experimental design. Other research topics of interest include survey design and methodologies.