Efficient Experimental Design with Marketing Research Applications

  title={Efficient Experimental Design with Marketing Research Applications},
  author={Warren F. Kuhfeld and Randall D. Tobias and Mark J. Garratt},
We suggest using D-efficient experimental designs for conjoint and discrete-choice studies, and discuss orthogonal arrays, nonorthogonal designs, relative efficiency, and nonorthogonal design algorithms. We construct designs for a choice study with asymmetry and interactions and for a conjoint study with blocks and aggregate interactions.∗ 

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