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Plackett-burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages

Autor
Huertas, R.; Guitart, L.; Núñez, A.
Tipus d'activitat
Article en revista
Revista
International journal of market research
Data de publicació
2016-01-01
Volum
58
Número
4
Pàgina inicial
569
Pàgina final
594
DOI
https://doi.org/10.2501/IJMR-2015-048 Obrir en finestra nova
Resum
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally distributed, and because it allows us to determine the...

Participants

  • Huertas García, Ruben  (autor)
  • Guitart Tarrés, Laura  (autor)
  • Núñez Carballosa, Ana  (autor)