Efficient Experimental Designs for Hyper-parameter Estimation : Studying the Level-Effect in Conjoint Analysis 1

Research in marketing, and business in general, involves understanding when effect-sizes are expected to be large and when they are expected to be small. An example is the level-effect in marketing, where the effect of product attributes on utility is positively related to the number of levels present among choice alternatives. Knowing when consumers are… (More)