S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Seoul Journal of Business Seoul Journal of Business Volume 14, Number 1/2 (2008)
Choosing Optimal Designs for Pair-Wise Metric Conjoint Experiments
- Kim, Jin-Gyo
- Issue Date
- Seoul Journal of Business, Vol.10 No.1, pp. 65-79
- Conjoint Analysis; Optimal Experimental Design; pair-wise metric comparison; Bayesian Methods
- This paper presents an approach to the optimal fixed experimental
design for pair-wise metric conjoint studies. We first propose a linear
model suitable for metric paired comparison conjoint analysis.
Following Bayesian decision theory, optimal design problems in pairwise
metric conjoint analysis is then formally defined. Given the formal
definition of the experimental design problems, algorithms for the
identification for the optimal design are developed. The proposed
methodology is applied to a hypothetical conjoint experimental design
problem and major findings are discussed.