An improved two-stage variance balance approach for constructing partial profile designs for discrete choice experiments

In many discrete choice experiments set up for product innovation, the number of attributes is large, which results in a substantial cognitive burden for the respondents. To reduce the cognitive burden in such cases, Green suggested in the early '70s the use of partial profiles that vary only the levels of a subset of the attributes. In this paper, we present two new methods for constructing Bayesian ‐optimal partial profile designs for...