Abstract
To date, no attempt has been made to design efficient choice experiments by means of the G- and V-optimality criteria. These criteria are known to make precise response predictions, which is exactly what choice experiments aim to do. In this article, the authors elaborate on the G- and V-optimality criteria for the multinomial logit model and compare their prediction performances with those of the D- and A-optimality criteria. They make use of Bayesian design methods that integrate the optimality criteria over a prior distribution of likely parameter values. They employ a modified Fedorov algorithm to generate the optimal choice designs. They also discuss other aspects of the designs, such as level overlap, utility balance, estimation performance, and computational effectiveness.
Original language | English |
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Pages (from-to) | 409-419 |
Number of pages | 11 |
Journal | Journal of Marketing Research |
Volume | 43 |
Issue number | 3 |
DOIs | |
Publication status | Published - Aug 2006 |
Externally published | Yes |