Efficient Experimental Design with Marketing Research Applications

Warren F. Kuhfeld; Randall D. Tobias; Mark Garratt

doi:10.1177/002224379403100408

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Efficient Experimental Design with Marketing Research Applications

Warren F. Kuhfeld¹; Randall D. Tobias¹; Mark Garratt²

¹ Statistical Research and Development, SAS Institute Inc. · ² Conway | Milliken & Associates.

Journal of Marketing Research 1994

The authors suggest the use of D-efficient experimental designs for conjoint and discrete-choice studies, discussing orthogonal arrays, nonorthogonal designs, relative efficiency, and nonorthogonal design algorithms. They construct designs for a choice study with asymmetry and interactions and for a conjoint study with blocks and aggregate interactions.

DOI: 10.1177/002224379403100408
Volume: 31 (4)
Pages: 545-557
Language: en
Export: BibTeX
Sources: crossref