Ellipsoidal Methods for Adaptive Choice-Based Conjoint Analysis

Author(s):  
Denis Saure ◽  
Juan Pablo Vielma
Author(s):  
Yi Ren ◽  
Panos Y. Papalambros

Conjoint analysis from marketing has been successfully integrated with engineering analysis in design for market systems. The long questionnaires needed for conjoint analysis in relatively complex design decisions can become cumbersome to the human respondents. This paper presents an adaptive questionnaire generation strategy that uses active learning and allows incorporation of engineering knowledge in order to identify efficiently designs with high probability to be optimal. The strategy is based on viewing optimal design as a group identification problem. A running example demonstrates that a good estimation of consumer preference is not always necessary for finding the optimal design and that conjoint analysis could be configured more effectively for the specific purpose of design optimization. Extending the proposed method beyond a homogeneous preference model and noiseless user responses is also discussed.


Author(s):  
Jenny Veitch ◽  
Kylie Ball ◽  
Elise Rivera ◽  
Venurs Loh ◽  
Benedicte Deforche ◽  
...  

Abstract Background Parks are a key setting for physical activity for children. However, little is known about which park features children prefer and which features are most likely to encourage them to be active in parks. This study examined the relative importance of park features among children for influencing their choice of park for engaging in park-based physical activity. Methods Children (n = 252; 8-12 years, 42% male) attending three primary schools in Melbourne, Australia completed a survey at school. They were required to complete a series of Adaptive Choice-Based Conjoint analysis tasks, with responses used to identify the part-worth utilities and relative importance scores of selected park features using Hierarchical Bayes analyses within Sawtooth Software. Results For the overall sample and both boys and girls, the most important driver of choice for a park that would encourage them to be active was presence of a flying fox (overall conjoint analysis relative importance score: 15.8%; 95%CI = 14.5, 17.1), followed by a playground (13.5%; 95%CI = 11.9, 15.2). For the overall sample, trees for climbing had the third highest importance score (10.2%; 95%CI = 8.9, 11.6); however, swings had 3rd highest importance for girls (11.1, 95%CI = 9.3, 12.9) and an obstacle course/parkour area had the 3rd highest importance score for boys (10.7, 95%CI = 9.0, 12.4). For features with two levels, part-worth utility scores showed that the presence of a feature was always preferred over the absence of a feature. For features with multiple levels, long flying foxes, large adventure playgrounds, lots of trees for climbing, large round swings, large climbing equipment, and large grassy open space were the preferred levels. Conclusion To ensure parks appeal as a setting that encourages children to engage in physical activity, park planners and local authorities and organisations involved in park design should prioritise the inclusion of a long flying fox, large adventure playgrounds, lots of trees for climbing, large round swings and obstacle courses/parkour areas.


2004 ◽  
Vol 41 (1) ◽  
pp. 116-131 ◽  
Author(s):  
Olivier Toubia ◽  
John R. Hauser ◽  
Duncan I. Simester

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