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Activity Number:
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443
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Type:
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Contributed
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Date/Time:
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Wednesday, August 6, 2008 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #301974 |
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Title:
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Choice Experiments for Estimating Main Effects and Two-Factor Interactions Inclusive of One Factor
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Author(s):
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Pallavi Chitturi*+ and Jing Chen
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Companies:
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Temple University and Temple University
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Address:
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1810 North 13th Street, Philadelphia, PA, 19122,
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Keywords:
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factorial experiments ; choice experiments ; pareto optimal subset
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Abstract:
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Choice-based conjoint experiments are used when choice alternatives can be described in terms of attributes. The objective is to infer the value that respondents attach to attribute levels. This method involves the design of profiles on the basis of attributes specified at certain levels. Respondents are presented sets of profiles and asked to select the profile they consider best. Choice sets with no dominating or dominated profiles are called pareto optimal. However, if choice sets have too many profiles they may be difficult to implement. We provide strategies for reducing the number of profiles in choice sets. We consider situations where only a subset of two factor interactions is of interest. For factorial experiments, we obtain connected main effects plans with smaller choice sets that are capable of estimating all two factor interactions inclusive of one specific factor.
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