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On the Creation of Acceptable Conjoint Analysis Experimental Designs
Author(s) -
Steckel Joel H.,
DeSarbo Wayne S.,
Mahajan Vijay
Publication year - 1991
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1991.tb00357.x
Subject(s) - fractional factorial design , factorial experiment , computer science , design of experiments , conjoint analysis , factorial , factorial analysis , set (abstract data type) , paired comparison , mathematical optimization , mathematics , machine learning , statistics , mathematical analysis , preference , programming language
Conjoint analysis studies typically utilize orthogonal fractional factorial experimental designs to construct a set of hypothetical stimuli. Occasionally, these designs include environmentally correlated attributes that can lead to stimulus profiles that are not representative of the subject's environment. To date, no one has proposed a remedy well‐grounded in statistical theory. This note presents a new methodology utilizing combinatorial optimization procedures for creating modified fractional factorial designs that are as “orthogonal” as possible, which do not contain nonrepresentative stimulus profiles.