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LiW

Research Abstracts Online
January - December 2011

Main TOC

University of Minnesota Twin Cities
Curtis L. Carlson School of Management
Department of Operations and Management Science

PI: William Li, Associate Fellow

Optimal Choice Experiments for Fatigue Effect Models

Internet-based discrete choice surveys are a popular form of marketing research due to the wide availability of online respondents. These methods are usually cost efficient, but the fatigue of respondents can be a big concern. While efficient experimental designs have been proposed and used for such survey methods, none of existing designs directly take into account the impact of the fatigue effect. These researchers estimate the fatigue effect via a mixed multinomial logit model. They have developed a model that links fatigue with the non-constancy variance resulting from different choice sets. They then study the impact of fatigue on commonly used D-optimal choice designs. The trade-offs between the number of surveys, the number of choice sets per survey, and the number of profiles per choice are studied. The researchers can then construct optimal choice experiments using the model that considers the effect of fatigue.

Group Member

Christopher J. Nachtsheim, Faculty Collaborator