Models and Optimal Designs for Conjoint Choice Experiments Including a No-Choice Option

26 Pages Posted: 19 Feb 2008

See all articles by Bart Vermeulen

Bart Vermeulen

KU Leuven - Faculty of Business and Economics (FEB)

Peter Goos

University of Antwerp; KU Leuven

Martina L. Vandebroek

Katholieke Universiteit Leuven - Faculty of Business and Economics

Date Written: 2007

Abstract

In a classical conjoint choice experiment, respondents choose one profile from each choice set that has to be evaluated. However, in real life the respondent does not always make a choice: often he/she does not prefer any of the alternatives offered. Therefore, including a no-choice option in a choice set makes a conjoint choice experiment more realistic. In the literature three different models are used to analyze the results of a conjoint choice experiment with a no-choice option: the no-choice multinomial logit model, the extended no-choice multinomial logit model and the nested no-choice multinomial logit model. We develop optimal designs for each of these models using the D-optimality criterion and the modified Fedorov algorithm. We compare the optimal designs with a reference design that was constructed ignoring the no-choice option and we discuss the impact of the different designs and models on the precision of estimation and the predictive accuracy based on a simulation study.

Keywords: Choice, Choice experiments, Conjoint choice experiments, D-Optimality, Design, Impact, Logit, Model, Models, Multinomial logit, Optimal, Optimal design, Precision, Real life, Simulation, Studies

Suggested Citation

Vermeulen, Bart and Goos, Peter and Goos, Peter and Vandebroek, Martina L., Models and Optimal Designs for Conjoint Choice Experiments Including a No-Choice Option (2007). Available at SSRN: https://ssrn.com/abstract=1094650 or http://dx.doi.org/10.2139/ssrn.1094650

Bart Vermeulen (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Peter Goos

University of Antwerp ( email )

Prinsstraat 13
Antwerp, 2000
Belgium

KU Leuven ( email )

Oude Markt 13
Leuven, Vlaams-Brabant 3000
Belgium

Martina L. Vandebroek

Katholieke Universiteit Leuven - Faculty of Business and Economics ( email )

Naamsestraat 69
B-3000 Leuven
Belgium

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