Keith Chrzan, Maritz Marketing Research Bryan Orme, Sawtooth Software
There are several different approaches to designing choice-based conjoint experiments and several kinds of effects one might want to model and quantify in such experiments. The approaches differ in terms of which effects they can capture and in how efficiently they do so. No single design approach is clearly superior in all circumstances.
This paper describes different kinds of design formats (full profile, partial profile), and different methods for making designs (manual, computer optimization, computer randomization) for choice-based conjoint designs. Over and above the plain vanilla generic main effects most commonly modeled in conjoint analysis, there are several types of “special effects” that can be included in choice-based models. The various ways of constructing choice-based designs are compared in terms of their ability to capture these effects. Using simulations and artificial data sets we also assess the statistical efficiency of the various design methods.
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Chrzan K, Orme B (2000). “An overview and comparison of design strategies for choice-based conjoint analysis.” Sawtooth Software Research Paper Series, pp.
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