Choice-Based Conjoint Analysis: Models and Designs

Abstract

Introduction Conjoint Analysis (CA) Discrete Choice Experimentation (DCE) Random Utility Models The Logistic Model Contributions of the Book Some Statistical Concepts Principles of Experimental Design Experimental versus Treatment Design Balanced Incomplete Block Designs and 3-Designs Factorial Experiments Fractional Factorial Experiments Hadamard Matrices and Orthogonal Arrays Foldover Designs Mixture Experiments Estimation Transformations of the Multinomial Distribution Testing Linear Hypotheses Generic Designs Introduction Four Linear Models Used in CA and DCE Brands-Only Designs Attribute-Only Designs Brands-Plus-Attributes Designs Brands, Attributes, and Interaction Design Estimation and Hypothesis Testing Appendix: Logit Analysis of Traditional Conjoint Rating Scale Data Designs with Ordered Attributes Introduction Linear, Quadratic, and Cubic Effects Interaction Components: Linear and Quadratic An Illustration Pareto Optimal Designs Inferences on Main Effects Inferences on Main Effects in 2m Experiments Inferences on Interactions Orthogonal Polynomials Substitution Rate of Attributes Reducing Choice Set Sizes Introduction Subsetting Choice Sets Subsetting Levels into Overlapping Sets Subsetting Attributes into Overlapping Sets Designs Generated from a BIBD Cyclic Construction: s Choice Sets of Size s Each for an ss Experiment Estimating a Subset of Interactions Availability (Cross-Effects) Designs Introduction Brands-Only Availability Designs Portfolio Designs Brand and One (or More) Attributes Brands and More Than One Attribute Sequential Methods Introduction Sequential Experiment to Estimate All Two- and Three-Attribute Interactions Sequential Methods to Estimate Main Effects and Interactions, Including a Common Attribute in 2m Experiments CA Testing Main Effects and a Two-Factor Interaction Sequentially Interim Analysis Some Sequential Plans for 3m Experiments Mixture Designs Introduction Mixture Designs: CA Example Mixture Designs: DCE Example Mixture-Amount Designs Other Mixture Designs Mixture Designs: Field Study Illustration References Index

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