In this paper, we propose a simple strategy to construct D-, A-, G- and V-optimal two-level multi-attribute designs for rating-based conjoint studies. Our approach combines orthogonal designs and balanced or partially balanced incomplete block designs. In order not to overload respondents with...

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...