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Factors |
Choice Design Terminology |
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Grind size (medium or coarse)
Temperature (195°, 200°, 205°)
Brewing time (3 minutes, 3.5 minutes, or 4 minutes)
Charge (1.6 grams/ounce, 2 grams/ounce, or 2.4 grams/ounce) |
An attribute is a feature of a product.
A profile is a specification of product attributes.
A choice set is a collection of profiles.
A survey is a collection of choice sets. |
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Another Choice Design Tutorial with the Analysis Steps
http://www.jmp.com/support/help/Create_a_Choice_Design_and_Analyze_the_Data.shtml
A choice experiment allows researchers to uncover how individuals value selected attributes of a program, product or service by asking them to state their choice over different hypothetical options.
So let's say, a Coffee shop is interested in making an ideal cup of coffee to satisfy the majority of its customers. The manager has asked you to determine which factors affect customer preferences.
Specifically, you need to determine which settings of the following factors result in an ideal cup of coffee '
[On Screen]
-Factors
Grind size (medium or coarse)
Temperature (195°, 200°, 205°)
Brewing time (3 minutes, 3.5 minutes, or 4 minutes)
Charge (1.6 grams/ounce, 2 grams/ounce, or 2.4 grams/ounce)
For the purposes of this quick introduction to Choice Design, I'm going to load the factors using sample data.
With this data table open I'll go up to the DOE menu then Consumer Studies then Choice Design.
[On Screen]
To load this sample data select Help then Sample Data Library then open Design Experiment/Coffee ChoiceFactors.jmp.
Click the Choice Design red triangle and select Load Factors.
Click Continue and the DOE Model Controls outline.
In this example, we are only interested in a model that contains the main effects of your four factors. However, if you wanted your design to be capable of estimating additional effects, you would add them in this outline.
In the Design Generation panel keep the Number of attributes that can change within a choice set at 4.Keep the Number of profiles per choice set at 2.
Type 12 for the Number of choice sets per survey.
In this example, the respondents evaluate 12 choice sets.
Maintain the Number of surveys at 1.
Type 10 for the Expected number of respondents per survey.
There are ten respondents here.
Setting the Random Seed 12345 reproduces the exact results shown in this example. In constructing a design on your own, this step is not necessary.
Click OK.
Click Make Design.
There are 12 choice sets, each consisting of two coffee profiles.
Select Output separate tables for profiles and responses, placing laces the descriptions of the choice sets in a data table called Choice Profiles.
A second sample data table (called Choice Runs) is constructed to facilitate entry of the response information.
Click Make Table.
The Choice Profiles table shows the 12 choice sets, each consisting of two profiles.
The Choice Runs table enables you to record results in the column Response Indicator. Enter 1 for the preferred profile and 0 for the other profile. Alternatively, if the respondent has no preference, enter 0 for both profiles or leave both missing.
We've now created a Choice Design Experiment in JMP.
Follow the links below for more information. Thanks for watching.
