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Non-geometric Plackett-Burman Designs in Conjoint Analysis

In: Conjoint Measurement

Author

Listed:
  • Ola Blomkvist

    (Linköping University
    ABB Switchgear)

  • Fredrik Ekdahl

    (ABB Corporate Research)

  • Anders Gustafsson

    (Linköping University
    Karlstad University)

Abstract

Design of experiments is an established technique for product and process improvement that has its origin in the 1920s and the work of Sir Ronald Fisher. Conjoint analysis shares the same theoretical basis as traditional design of experiments, but was originally used within the field of psychology and it was not until the early 1970s that the methodology was introduced into marketing research to form what is called conjoint analysis (Luce and Tukey 1964; Green and Rao 1971; Johnson 1974). Today, conjoint analysis is an established technique for investigating customer preferences.

Suggested Citation

  • Ola Blomkvist & Fredrik Ekdahl & Anders Gustafsson, 2007. "Non-geometric Plackett-Burman Designs in Conjoint Analysis," Springer Books, in: Anders Gustafsson & Andreas Herrmann & Frank Huber (ed.), Conjoint Measurement, edition 0, chapter 5, pages 77-92, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-71404-0_5
    DOI: 10.1007/978-3-540-71404-0_5
    as

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