The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Construction of Efficient Designs for Discrete Choice Experiments

Construction of Efficient Designs for Discrete Choice Experiments

Construction of efficient designs for discrete choice experiments

Experimental design is a fundamental tool in marketing research, particularly in conjoint analysis and choice modeling. Conjoint and choice experiments are popular research techniques that are used to study how consumers make preference evaluations and choice decisions. An experimental design provides the plan for running the experiment. The factors of an experimental design are the columns or variables that have two or more fixed values, or levels. The rows of a design are sometimes called runs and correspond to product profiles. The levels are arranged so that the effects of several factors—in some cases, many factors—can be studied in a single experiment. Choice experiments must be designed so that all ...

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