Optimal Two-Level Conjoint Designs for Large Numbers of Attributes

K.U. Leuven KBI Working Paper No. 0615

42 Pages Posted: 8 Mar 2007

See all articles by Roselinde Kessels

Roselinde Kessels

University of Antwerp - Faculty of Applied Economics

Peter Goos

University of Antwerp; KU Leuven

Martina L. Vandebroek

Katholieke Universiteit Leuven - Faculty of Business and Economics

Date Written: 2006

Abstract

In this paper, we propose a simple strategy to construct D-, A-, G- and V-optimal two-level multi-attribute designs for rating-based conjoint studies. Our approach combines orthogonal designs and balanced or partially balanced incomplete block designs. In order not to overload respondents with complicated tasks, the designs hold one or more attributes at a constant level. The designs are variance-balanced meaning that they yield an equal amount of information on each of the part-worths. Some examples are provided to illustrate the method.

Keywords: Balanced and partially balanced incomplete block designs, D-,A-,G- and V-optimality, Orthogonal designs, Two-level conjoint designs, Strategy, Design, Studies, Order, Yield, Information

Suggested Citation

Kessels, Roselinde and Goos, Peter and Goos, Peter and Vandebroek, Martina L., Optimal Two-Level Conjoint Designs for Large Numbers of Attributes (2006). K.U. Leuven KBI Working Paper No. 0615, Available at SSRN: https://ssrn.com/abstract=968622 or http://dx.doi.org/10.2139/ssrn.968622

Roselinde Kessels (Contact Author)

University of Antwerp - Faculty of Applied Economics ( email )

Prinsstraat 13
Antwerp, B-2000
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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