On the Creation of Acceptable Conjoint Analysis Experimental Designs

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.