Experimental Designs for Choice Models

Experimental designs involve breaking down a product into a set of attributes, then assembling the attributes into a set of hypothetical products that are presented to respondents. Designing choice sets for discrete-choice models poses a special set of considerations beyond those of classical design of experiments (DOE).


A body of statistical work covers design of experiments. A good starting point for exploring the topic is our tutorial on experimental designs for choice models. Based on Warren Kuhfeld's paper on the subject, cited below, this tutorial covers the key issues in relatively simple, non-technical language.


There are so many papers on this subject that we recommend Googling the term "design of choice experiments" for current papers. We list a few of them here.


In recent years a number of texts covering the design of choice experiments have emerged. Here is a list of the leading ones

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