In a discrete choice experiment, each respondent chooses the best product or service sequentially from many groups or choice sets of alternative goods. The alternatives are described by levels of a set of predefined attributes and are also referred to as profiles. Respondents often find it...

Recently, Kessels et al. (2006) developed a way to produce Bayesian G- and V-optimal designs for the multinomial logitmodel. These designs allow for precise response predictions which is the goal of conjoint choice experiments. The authors showed that the G- and V- optimality criteria outperform...