Abstract Details
Activity Number:
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620
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Type:
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Invited
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Date/Time:
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Thursday, August 7, 2014 : 10:30 AM to 12:20 PM
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Sponsor:
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Memorial
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Abstract #310882
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Title:
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Conjoint and Discrete Choice Experiments
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Author(s):
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Angela Dean*+
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Companies:
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University of Southampton
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Keywords:
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discrete choice ;
conjoint ;
experimental design ;
choice experiment ;
Pareto optimal ;
A-optimal
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Abstract:
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Professor Raghavarao published many excellent papers and books on a wide range of different topics, including applications to marketing, crossover experiments, dose response, drug shelf life, and microarrays. This talk will review Professor Raghavarao's work on conjoint and discrete choice experiments, together with some more recent work in the area. Discrete choice and conjoint experiments are used widely in, for example, marketing, city planning, and medical care, for determining consumer preferences. In a discrete choice experiment, respondents are shown "choice sets" of "options" or "profiles" which consist of several attributes (factors) at various levels. Respondents select their most preferred profile from each choice set. In a conjoint experiment, respondents rate the profiles on a given scale. Information about the choices or ratings is used to infer the effects of individual attributes on consumer preference. In turn, this attribute information can be used to design future new products tailored to the population requirements. The use of mixture designs, Pareto optimal designs and A-optimal designs for discrete choice and conjoint experiments will be reviewed.
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Authors who are presenting talks have a * after their name.
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