design experiment

0 1. Choice based conjoint studies are frequently used in marketing research. In choice based con- joint studies, potential customers are asked to choose among several alternatives. The alter- natives are combinations of levels of several product characteristics. The response for each combination of product characteristics is a count of the number of potential customers who choose that alternative. Analysis of the data helps marketing researchers determine what prod- uct characteristics have the most influence on customer choices and what mix of alternatives they should offer in order to satisfy the needs of the market. Consider the following scenario described by Street and Burgess (2007). Researchers want to study how the attributes of a take-out pizza outlet affect consumer choice of where they buy their pizza. The table below lists the product characteristics (i.e., factors in experimental design terminology) and their levels. Attribute Low Level (-) High Level (+) Pizza type Traditional Gourmet Type of crust Thin Thick Ingredients Some canned All fresh Size of pizza One size only Three sizes Price $13 $17 Delivery time 30 minutes 45 minutes The alternatives that customers must choose from in a survey are all 26 combinations of at- tribute levels 0 1. Choice based conjoint studies are frequently used in marketing research. In choice based con- joint studies, potential customers are asked to choose among several alternatives. The alter- natives are combinations of levels of several product characteristics. The response for each combination of product characteristics is a count of the number of potential customers who choose that alternative. Analysis of the data helps marketing researchers determine what prod- uct characteristics have the most influence on customer choices and what mix of alternatives they should offer in order to satisfy the needs of the market. Consider the following scenario described by Street and Burgess (2007). Researchers want to study how the attributes of a take-out pizza outlet affect consumer choice of where they buy their pizza. The table below lists the product characteristics (i.e., factors in experimental design terminology) and their levels. Attribute Low Level (-) High Level (+) Pizza type Traditional Gourmet Type of crust Thin Thick Ingredients Some canned All fresh Size of pizza One size only Three sizes Price $13 $17 Delivery time 30 minutes 45 minutes The alternatives that customers must choose from in a survey are all 26 combinations of at- tribute levels