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WILLIAM LI - University of Minnesota

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Assessing the Efficiencies of Discrete Choice Experiments in the Presence of Respondent Fatigue
12 April 2012 from 4:00 PM to 5:00 PM
201 Thomas Bldg.
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Unlike operational design-of-experiments implementations where a very select set of trials can be easily completed, marketing choice experiments are easy for trials, but often difficult to complete. The conjoint challenge is to maximize the amount of quality information any given respondents provide before either their responses become indistinguishable or they quit the survey. Conjoint designers have many variables with which to tailor a marketing choice experiment, including the number of levels within each attribute, the number of attributes in the study, the number of profiles a respondent chooses from and the number of choice tasks given to each respondent. The mathematical basis directing various design considerations will be explored along with accompanying client case studies.

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