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

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.

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

Ruben Huertas-Garcia, Laura Guitart-Tarrés and Ana Núñez-Carballosa

University of Barcelona

Introduction

Because the internet makes it easier to find information about any topic, today’s consumers are better informed about the products and services available to them. But the constant emergence of new products and brands also makes it more difficult for consumers to keep abreast of the market offer, and choosing a new product from large assortments of products is a challenging process because of the normative complexity that regulates...

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