On the Creation of Acceptable Conjoint Analysis Experimental Designs

Decision Sciences, Volume 22, Issue 2, pages 435–442

8 Pages Posted: 1 Jun 2016

See all articles by Joel Steckel

Joel Steckel

New York University (NYU) - Department of Marketing

Wayne S. DeSarbo

Pennsylvania State University

Vijay Mahajan

University of Texas at Austin - Department of Information, Risk and Operations Management

Date Written: March 1991

Abstract

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 non-representative stimulus profiles.

Keywords: Marketing Research, Product Design, Performance, Decision Processes

Suggested Citation

Steckel, Joel and DeSarbo, Wayne S. and Mahajan, Vijay, On the Creation of Acceptable Conjoint Analysis Experimental Designs (March 1991). Decision Sciences, Volume 22, Issue 2, pages 435–442. Available at SSRN: https://ssrn.com/abstract=2787328

Joel Steckel

New York University (NYU) - Department of Marketing ( email )

Tisch Hall
40 W 4 St.
New York, NY 10012
United States
2129980521 (Phone)

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Vijay Mahajan

University of Texas at Austin - Department of Information, Risk and Operations Management ( email )

Red McCombs School of Business
2100 Speedway, #B6600
Austin, TX 78712
United States

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