Designing conjoint choice experiments using confounded factorial designs

TL;DRAbstract

Conjoint choice experiments help researchers understand how people make complex judgments such as purchase decisions and product valuation by posing a series of choices about products or services. In conjoint choice experiments, a respondent is asked to evaluate a series of choice sets. The respondent's task is to choose the most preferred alternative from a series of choice sets. The data generated from conjoint choice experiments can be used to predict marketplace behavior and design products that maximize consumer acceptance. Conjoint choice designs thus far have been based on single fractions of full factorial designs that generally do not allow estimation of interaction effects and produce biased estimates of main effects when interactions are not negligible. As an alternative to fractional factorials, we considered confounded factorial designs that arrange a complete factorial experiment into blocks, where the block size is smaller than the total number of treatment combinations.

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