On the Creation of Acceptable Conjoint Analysis Experimental Designs

Joel H. Steckel, Wayne S. DeSarbo, Vijay Mahajan

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


Conjoint analysis studies typically utilize orthogonal fractional factorial experimental designs to construct a set of hypothetical stimuli. Occasionally, these designs include environmentally correlated attributes that can lead to stimulus profiles that are not representative of the subject's environment. To date, no one has proposed a remedy well‐grounded in statistical theory. This note presents a new methodology utilizing combinatorial optimization procedures for creating modified fractional factorial designs that are as “orthogonal” as possible, which do not contain nonrepresentative stimulus profiles.

Original languageEnglish (US)
Pages (from-to)435-442
Number of pages8
JournalDecision Sciences
Issue number2
StatePublished - Mar 1991

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Information Systems and Management
  • Management of Technology and Innovation


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