Non-geometric Plackett-Burman Designs in Conjoint Analysis

Ola Blomkvist, Fredrik Ekdahl and Anders Gustafsson
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Ola Blomkvist: Linköping University
Fredrik Ekdahl: ABB Corporate Research
Anders Gustafsson: Linköping University

Chapter 5 in Conjoint Measurement, 2007, pp 77-92 from Springer

Abstract: Abstract Design of experiments is an established technique for product and process improvement that has its origin in the 1920s and the work of Sir Ronald Fisher. Conjoint analysis shares the same theoretical basis as traditional design of experiments, but was originally used within the field of psychology and it was not until the early 1970s that the methodology was introduced into marketing research to form what is called conjoint analysis (Luce and Tukey 1964; Green and Rao 1971; Johnson 1974). Today, conjoint analysis is an established technique for investigating customer preferences.

Keywords: Conjoint Analysis; Geometric Design; Normal Probability Plot; Subset Regression; Conjoint Measurement (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-3-540-71404-0_5

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