Overview of Choice Designs
Discrete choice experiments support the process of designing a product. They help prioritize product features for a company’s market so that the company can design a product that people want to buy. The Choice Design platform creates experiments using factors that are attributes of a product. Selecting the attributes to be studied and their values is of critical importance. You must include all attributes that are likely to influence a consumer’s decision to buy the product. For more information and guidelines for designing a choice experiment, see Sall (2008).
Choice Design Terminology
The following terminology is associated with choice designs:
An attribute is a feature of a product.
A profile is a specification ...

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