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Activity Number: 200
Type: Contributed
Date/Time: Monday, August 7, 2006 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics and Marketing
Abstract - #305604
Title: Managing Large Conjoint Studies
Author(s): Ulderico Santarelli*+
Companies: Consultant
Address: Via Bellinzona 32, MILAN, 20155, Italy
Keywords: conjoint ; full profile ; nested designs ; respondent's effort
Abstract:

It is seldom feasible in marketing practice to constrain real problems into standard conjoint tools. Real choice experiments often lead to the intermix of product concepts. Problems become large, design difficult, and respondent's workload so huge that doubt remains about response validity. The author presents a new methodology based on a revision of random utility theory, which gains much in respondent's effort. Large nested designs can be managed with an affordable effort, keeping full orthogonality of the design within nesting branches and full profile data collection mode.

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Revised April, 2006