Louviere, Jordan J.; Islam, Towhidul; Wasi, Nada; … - In: Journal of Consumer Research 35 (2008) 2, pp. 360-375
In discrete choice experiments, design decisions are crucial for determining data quality and costs. While high statistical efficiency designs are desirable, they may come at a price if they increase the cognitive burden for respondents. We address this problem by designing 44 experiments that...