ENBIS-18 in Nancy

2 – 25 September 2018; Ecoles des Mines, Nancy (France) Abstract submission: 20 December 2017 – 4 June 2018

Experimental Designs in Industrial Marketing

3 September 2018, 12:00 – 12:30

Abstract

Submitted by
Paulin Choisy
Authors
Paulin Choisy (XLstat), Efthalia Anagnostou (XLstat)
Abstract
Conjoint analysis is a decision making tool bringing the power of consumer value in the product design and development process. Its principle is to present a set of products to the individuals who will rank, rate, or choose some of them. Ideally, individuals should test all possible products. But in practice it rapidly becomes impossible; the cognitive capacities of a person being limited, and the number of combinations increasing very rapidly with the number of attributes. We therefore use the methods of experimental design to obtain an acceptable number of profiles to be judged while maintaining good statistical properties. In this presentation, we will talk about the mechanism XLSTAT software uses to generate optimal experimental designs following after a brief introduction to conjoint analysis. An example using the software will be also demonstrated.
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