JSM 2005 Online Program

Abstract #304115

This is the preliminary program for the 2005 Joint Statistical Meetings in Minneapolis, Minnesota. Currently included in this program is the "technical" program, schedule of invited, topic contributed, regular contributed and poster sessions; Continuing Education courses (August 7-10, 2005); and Committee and Business Meetings. This on-line program will be updated frequently to reflect the most current revisions.

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Activity Number:	327
Type:	Contributed
Date/Time:	Tuesday, August 9, 2005 : 2:00 PM to 3:50 PM
Sponsor:	Section on Statistics and Marketing
Abstract - #304115
Title:	Designing Conjoint Choice Experiments Using Confounded Factorial Designs
Author(s):	Chin Khian Yong and Kent Eskridge*+
Companies:	University of Nebraska
Address:	103 Miller Hall, Lincoln, NE, 68583, USA
Keywords:	discrete choice experiments ; consumer choice modeling ; log-odds transformation
Abstract:	Conjoint choice experiments help researchers understand how people make complex judgments by asking a respondent to choose the most preferred alternative from a series of choice sets. Conjoint choice designs generally are based on single fractions of full factorial designs that usually do not allow estimation of interaction effects, have complex aliasing, and produce biased estimates of main effects when interactions are not negligible. As an alternative to fractional factorials, we propose confounded factorial designs for sn and 2n x 3**m, which allow estimation of main effects and first-order interactions. We used a confounded factorial design to evaluate consumer beef steak preferences and found a number of significant first-order interactions illustrating the usefulness of our proposed designs and further demonstrating the importance of considering interactions in the design of conjoint choice experiments.

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