Labeled experimental choice design for estimating attribute and availability cross effects with N attributes and specific brand attribute levels

Thong Tien Nguyen

Publikation: Kapitel i bog/rapport/konference-proceedingKonferencebidrag i proceedingsForskning

Abstrakt

Experimental designs are required in widely used techniques in marketing research, especially for preference-based conjoint analysis and discrete-choice studies. Ideally, marketing researchers prefer orthogonal designs because this technique could give uncorrelated parameter estimates. However, orthogonal design is not available for every situation. Instead, efficient design based on computerized design algorithm is always available. This paper presents the method of efficient design for estimating brand models having attribute and availability cross effects. The paper gives a framework for implementing designs that is efficient enough to estimate model with N brands, each brand have K attributes, and brand attribute has specific levels. The paper also illustrates an example in food consumption study.
OriginalsprogEngelsk
TitelAustralian and New Zealand Marketing Academy Conference (ANZMAC)
Publikationsdatonov. 2011
StatusUdgivet - nov. 2011

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