Optimal two-level conjoint designs with constant attributes in the profile sets

Roselinde Kessels, Peter Goos*, Martina Vandebroek

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

5 Citations (Web of Science)

Abstract

We propose a simple strategy to construct D-, A-, G- and V-optimal two-level designs for rating-based conjoint studies with large numbers of attributes. In order to simplify the rating task, the designs hold one or more attributes at a constant level in each profile set. Our approach combines orthogonal designs and binary incomplete block designs with equal replication. The designs are variance-balanced meaning that they yield an equal amount of information on each of the part-worths.
Original languageEnglish
Pages (from-to)3035-3046
Number of pages12
JournalJournal of Statistical Planning and Inference
Volume140
Issue number11
DOIs
Publication statusPublished - Nov 2010
Externally publishedYes

Keywords

  • Two-level conjoint design
  • D-, A-, G- and V-optimality
  • Comparison depth
  • Orthogonal designs
  • Binary incomplete block designs
  • Balanced and partially balanced incomplete block designs

Cite this