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Abstract
Introduction
Perceptual Mapping
Software
Discrete Choice Analysis
Correspondence Analysis
Multidimensional Preference Analysis
Multidimensional Scaling
Summary
Acknowledgments
Overview
The Basic Conjoint Experiment
The Basic Choice Experiment
Experimental Design Terminology
Orthogonal Arrays
Experimental Design Eﬃciency
Conjoint, Linear, and Choice Designs
Blocking the Choice Design
Eﬃciency of a Choice Design
Coding and Reference Levels: The ZERO= Option
Coding and the Eﬃciency of a Choice Design
Orthogonal Coding and the ZERO=’ ’ Option
Orthogonally Coding Price and Other Quantitative Attributes
The Number of Factor Levels
Randomization
Random Number Seeds
Duplicates
Orthogonal Arrays and Diﬀerence Schemes
Canonical Correlations
Optimal Generic Choice Designs
Block Designs
The Process of Designing a Choice Experiment
Overview of the Examples
Example 1: Orthogonal and Balanced Factors, the Linear Design Approach
Example 2, Searching a Candidate Set of Alternatives
Example 3, Searching a Candidate Set of Choice Sets
Example 4, A Generic Choice Design
Example 5, A Partial-Proﬁle Choice Experiment
Example 6, A MaxDiﬀ Choice Experiment
Choice Design Glossary
Exercises
Design of Experiments
Design Comparisons
Design Considerations
Examples
Criteria For Choice Design Eﬃciency
A General Method For Eﬃcient Choice Designs
Choice Design Applications
Appendix
Discrete Choice
Experimental Design
Customizing the Multinomial Logit Output
Candy Example
The Multinomial Logit Model
The Input Data
Choice and Survival Models
Fitting the Multinomial Logit Model
Multinomial Logit Model Results
Fitting the Multinomial Logit Model, All Levels
Probability of Choice
Fabric Softener Example
Set Up
Designing the Choice Experiment
Examining the Design
The Randomized Design and Postprocessing
From a Linear Design to a Choice Design
Testing the Design Before Data Collection
Evaluating the Design Relative to the Optimal Design
Generating the Questionnaire
Entering the Data
Processing the Data
Binary Coding
Custom Questionnaires
Processing the Data for Custom Questionnaires
Vacation Example
The %MktEx Macro Algorithm
Entering and Processing the Data
Quantitative Price Eﬀect
Eﬀects Coding
Alternative-Speciﬁc Eﬀects
Choosing the Number of Choice Sets
Ensuring that Certain Key Interactions are Estimable
Blocking an Existing Design
Generating Artiﬁcial Data
Reading, Processing, and Analyzing the Data
Aggregating the Data
Brand Choice Example with Aggregate Data
Simple Price Eﬀects
Alternative-Speciﬁc Price Eﬀects
Mother Logit Model
Choice and Breslow Likelihood Comparison
Food Product Example with Asymmetry and Availability Cross-Eﬀects
Restrictions Formulated Using Actual Attribute Names and Levels
When You Have a Long Time to Search for an Eﬃcient Design
Designing the Choice Experiment, More Choice Sets
Examining the Subdesigns
Examining the Aliasing Structure
Blocking the Design
The Final Design
Cross-Eﬀects
Modeling Subject Attributes
Allocation of Prescription Drugs
Designing the Allocation Experiment
Coding and Analysis
Analyzing Proportions
Chair Design with Generic Attributes
Generic Attributes, Alternative Swapping, Large Candidate Set
Generic Attributes, Alternative Swapping, Small Candidate Set
Generic Attributes, a Constant Alternative, and Alternative Swapping
Generic Attributes, a Constant Alternative, and Choice Set Swapping
Design Algorithm Comparisons
Initial Designs
Improving an Existing Design
When Some Choice Sets are Fixed in Advance
Partial Proﬁles and Restrictions
Pairwise Partial-Proﬁle Choice Design
Linear Partial-Proﬁle Design
Choice from Triples; Partial Proﬁles Constructed Using Restrictions
Six Alternatives; Partial Proﬁles Constructed Using Restrictions
Partial Proﬁles from Block Designs and Orthogonal Arrays
Conclusions
Multinomial Logit Models
Modeling Discrete Choice Data
Fitting Discrete Choice Models
Cross-Alternative Eﬀects
Conjoint Analysis
Conjoint Measurement
Choice-Based Conjoint
The Output Delivery System
Chocolate Candy Example
Metric Conjoint Analysis
Nonmetric Conjoint Analysis
Frozen Diet Entr´ees Example (Basic)
Choosing the Number of Stimuli
Generating the Design
Evaluating and Preparing the Design
Printing the Stimuli and Data Collection
Data Processing
Creating a Design with the %MktEx Macro
Designing Holdouts
Print the Stimuli
Data Collection, Entry, and Preprocessing
Analyzing Holdouts
Simulations
Summarizing Results Across Subjects
Spaghetti Sauce
Create an Eﬃcient Experimental Design with the %MktEx Macro
%ChoicEﬀ Macro
Making the Candidate Set
Initial Designs and Evaluating a Design
%ChoicEﬀ Macro Options
%ChoicEﬀ Macro Notes
%MktAllo Macro
%MktAllo Macro Options
%MktAllo Macro Notes
%MktBal Macro
%MktBal Macro Options
%MktBal Macro Notes
%MktBIBD Macro
BIBD Parameters
%MktBIBD Macro Options
Evaluating an Existing Block Design
%MktBIBD Macro Notes
%MktBlock Macro
%MktBlock Macro Options
%MktBlock Macro Notes
%MktBSize Macro
%MktBSize Macro Options
%MktBSize Macro Notes
%MktDes Macro
PROC FACTEX
%MktDes Macro Options
%MktDes Macro Notes
%MktDups Macro
%MktDups Macro Options
%MktDups Macro Notes
%MktEval Macro
%MktEval Macro Options
%MktEval Macro Notes
%MktEx Macro
Latin Squares and Graeco-Latin Square Designs
Candidate Set Search
Coordinate Exchange
%MktEx Macro Notes
%MktEx Macro Iteration History
%MktEx Macro Options
%MktKey Macro
%MktKey Macro Options
%MktLab Macro
%MktLab Macro Options
%MktLab Macro Notes
%MktMDiﬀ Macro
Experimental Design for a MaxDiﬀ Study
%MktMDiﬀ Macro Options
%MktMDiﬀ Macro Notes
%MktMerge Macro
%MktMerge Macro Options
%MktMerge Macro Notes
%MktOrth Macro
%MktOrth Macro Options
%MktOrth Macro Notes
The Orthogonal Array Catalog
%MktPPro Macro
%MktPPro Macro Notes
%MktRoll Macro
%MktRoll Macro Options
%MktRoll Macro Notes
%MktRuns Macro
%MktRuns Macro Options
%MktRuns Macro Notes
%Paint Macro
%Paint Macro Options
%PhChoice Macro
%PhChoice Macro Options
%PlotIt Macro
%PlotIt Macro Options
Macro Error Messages
Why Use Nonlinear Transformations?
Background and History
The General Linear Univariate Model
Polynomial Splines
Splines with Knots
Derivatives of a Polynomial Spline
Discontinuous Spline Functions
Monotone Splines and B-Splines
Transformation Regression
Degrees of Freedom
Dependent Variable Transformations
Scales of Measurement
Curve Fitting Applications
Spline Functions of Price
Beneﬁts of Splines
An Overview of the %PlotIt Macro
Availability
Appendix: ODS Graphics
Methods
Notes
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