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Activity Number:
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186
- Advances in Choice Modeling
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Type:
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Invited
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Date/Time:
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Tuesday, August 10, 2021 : 1:30 PM to 3:20 PM
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Sponsor:
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Section on Statistics in Marketing
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Abstract #316886
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Title:
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Power Analysis for Choice-Based Conjoint Studies
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Author(s):
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John R. Howell*
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Companies:
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Brigham Young University
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Keywords:
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Abstract:
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One of the primary challenges of in conducting conjoint analysis involves properly estimating appropriate samples sizes for studies. This challenge is compounded by the hierarchical Bayesian linear model which is generally used to estimate these models. The hierarchical nature of the model leads to two sources of error in the estimation, individual level response error and aggregation error due to the sampling plan. This paper proposes a simulation strategy for estimating the expected error for a study of a given sample size and investigates the different factors that are expected to influence the estimated error.
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Authors who are presenting talks have a * after their name.
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