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SUMMARY:Assessing the Efficiencies of Optimal Discrete Choice Experiments 
 in the Presence of Respondent Fatigue - Li\, W (Minnesota)
DTSTART:20110831T153000Z
DTEND:20110831T160000Z
UID:TALK32589@talks.cam.ac.uk
CONTACT:Mustapha Amrani
DESCRIPTION:Discrete choice experiments are an increasingly popular form o
 f marketing research due to the accessibility of on-line respondents. Whil
 e statistically optimal experimental designs have been developed for use i
 n discrete choice experiments\, recent research has suggested that efficie
 nt designs often fatigue or burden the respondent to the point that decrea
 sed response rates and/or decreased response precision are observed. Our s
 tudy was motivated by high early-termination rates for one such optimally-
 designed study.\nIn this talk\, we examine the design of discrete choice e
 xperiments in the presence of respondent fatigue and/or burden. To do so\,
  we propose a model that links the respondent's utility error variance to 
 a function that accommodates respondent fatigue and burden. Based on estim
 ates of fatigue and burden effects from our own work and published studies
 \, we study the impact of these factors on the realized efficiencies of co
 mmonly-used D-optimal choice designs. The trade-offs between the number of
  surveys\, the number of choice sets per survey\, and the number of profil
 es per choice set are delineated.\n\n
LOCATION:Seminar Room 1\, Newton Institute
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