Plackett-Burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options. Although in choice-based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally...