Choice-based Conjoint Analysis - 9781420099966

Conjoint analysis (CA) and discrete choice experimentation (DCE) are tools used in marketing, economics, transportation, health, tourism, and other areas to develop and modify products, services, policies, and programs, specifically ones that can be described in terms of attributes. A specific combination of attributes is called a concept profile. Building on the authors' significant work in the field, Choice-Based Conjoint Analysis: Models and Designs explores the experimental design issues that occur when constructing concept profiles for DCE and CA studies. It shows how to modify commonly used designs and models as well as develop new types of designs for solving DCE and CA problems.

After reviewing the historical and statistical background, the book presents examples of "generic" experimental designs commonly used in CA and DCE. It then addresses designs appropriate for four classes of DOE problems: (1) attributes in CA and DCE studies are often ordered; (2) studies increasingly are computer assisted; (3) choice is often influenced by competition; and (4) constraints may exist on attribute levels. The designs covered include Pareto optimal designs, attribute/attribute level subsetting, orthogonal polynomials, sequential designs, availability and cross-effects designs, and mixture-amount designs. Mixture-amount designs are relevant to situations where constraints, such as budget or technological constraints, are imposed on the levels of attributes.

Features

Extends existing DOE material to designs tailored to specific classes of choice experiments

Explains experimental design concepts through illustrative examples

Requires minimal mathematical background

Presents examples of DCE and CA in mixture designs

Provides detailed coding of design matrices for standard designs