Quality and Reliability Engineering International

Reducing Conjoint Analysis Paired Comparisons Tasks by a Random Selection Procedure

Journal Article


Since the late 1970s conjoint analysis has been applied in estimating consumer preferences in marketing research. This article focuses on paired comparisons of profile design. In particular, it discusses how to reduce the number of pairs to be presented by incomplete comparisons of attributes. First, we present the reductions offered by cyclic designs and by group‐divisible designs. Then, we show that the number of pairs to be presented can effectively be reduced by applying a random selection procedure. Copyright © 2006 John Wiley & Sons, Ltd.

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