6. Mistakes to avoid
In general, the complete design is not used in conjoint analysis. Great care must be taken when defining the experimental design, particularly to ensure that it is orthogonal.
Make sure that the configurations presented are realistic (in terms of modality levels).
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Mistakes to avoid
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Bibliography
Green P.E., Rao V.R., "Conjoint measurement for quantifying judgement data", Journal of Marketing Research , 8 : 355-63, 1971
A.-M. Dussaix, L'analyse conjointe, La statistique et le produit idéal : Méthode et applications , CISIA-CERESTA, 1998
Dagher A., "Contribution à l'intégration des préférences client en conception de produits...
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