Previous conjoint choice design construction procedures have produced a single design that is administered to all subjects. This paper proposes to construct a limited set of different designs. The designs are constructed in a Bayesian fashion, taking into account prior uncertainty about the parameter values. A computational procedure is developed that enables fast and easy implementation in practice. Even though the number of such different designs in the optimal set is small, it is demonstrated through a Monte Carlo study that substantial gains in efficiency are achieved over aggregate designs.

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ERIM Report Series Research in Management
Erasmus Research Institute of Management

Sándor, Z., & Wedel, M. (2003). Differentiated Bayesian Conjoint Choice Designs (No. ERS-2003-016-MKT). ERIM Report Series Research in Management. Retrieved from