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Optimal two-level conjoint designs with constant attributes in the profile sets. (English) Zbl 1203.62131
Summary: We propose a simple strategy to construct D-, A-, G- and V-optimal two-level designs for rating-based conjoint studies with large numbers of attributes. In order to simplify the rating task, the designs hold one or more attributes at a constant level in each profile set. Our approach combines orthogonal designs and binary incomplete block designs with equal replication. The designs are variance-balanced meaning that they yield an equal amount of information on each of the part-worths.

62K05 Optimal statistical designs
62K10 Statistical block designs
Full Text: DOI
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