Optimal designs for rating-based conjoint experiments.

The scope of conjoint experiments on which we focus embraces those experiments in which each of the respondents receives a different set of profiles to rate. Carefully designing these experiments involves determining how many and which profiles each respondent has to rate and how many respondents are needed. To that end, the set of profiles offered to a respondent is viewed as a separate block in the design and a respondent effect is incorporated in the model, representing the fact that profile ratings from the same respondent are correlated. Optimal conjoint designs are then obtained by means of an adapted version of the algorithm of Goos and Vandebroek (2004). For various instances, we compute the optimal conjoint designs and provide some practical recommendations.Conjoint analysis; D-Optimality; Design; Model; Optimal; Optimal block design; Rating-based conjoint experiments; Recommendations;