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Two alternatives in choice experiment

aus22

Hi, I am designing an experiment with two discrete choice options, 2 factors each with 2 levels, and 1 with 6 levels. I have tried DOE consumer studies, choice design but unable to make this work. Any help will be greatly appreciated. Thanks.

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Victor_G

Hi @aus22,

Welcome in the Community !

May I ask the context of your study ? Is it linked to consumer choice experiments ?

There are multiple ways to create a DoE with 3 discrete choice factors, using Choice Designs or Custom Designs platform, depending on your objectives and context.

The basic concept behind Choice design is to "pick a winner" between different profiles (factors treatments) used in several choice sets for different respondents. Analyzing the several selected options picked in different choice sets enable to evaluate the relative importance and significance of the attributes (factors) tested, and find the best level combinations in terms of utility score across all respondant responses. You can find an example here : Run the Choice Design and Analyze the Results (jmp.com) There may be more parameters to consider when using choice design, such as number of attributes that can change within a choice set, number of profiles per choice set, number of choice sets per survey, number of surveys and number of respondents per survey.
The Custom design is a more general (and versatile) platform, to identify significant terms and best levels based on an assumed model. It may however not be suitable for analyzing consumer/survey responses, the use of CHoice design may be more useful.

Depending on your objectives and needs, one platform may be more suitable than the other. Could you describe the context, objectives and needs of your experimental design ? If related to consumer choices, how many respondents and surveys are you expecting ?

I attached two designs as an example, one created with the choice design platform with basic settings and your factors descriptions, and another one created with the Custom Design platform. You can also read the documentation and look at the examples in the JMP Help section : Example of a Choice Design

Hope this first response will help you,

Custom Design_example.jmp

Choice_design_example.jmp

aus22

Hi Victor, thank you for the help. The objective is to assess which one of the set of restaurant attributes are more important for consumers. We have three attributes in this study as I pointed out. I am trying to create a design that provides respondents two options (alternatives) to pick from, these will not be labelled. Each will have different levels of those attribute levels. Hope this clarifies the study? Could you help further please? I do see the design you shared and the Choice design seems to be the more appropriate one. In that design does the survey column provides the repeated runs for each respondent? Also could you also tell me how can I put constraints on one of the attributes to not vary? Thank you again.

aus22

Also, how do I add 2 alternatives to the choice design, the kind you shared? Thanks again.

Victor_G

Hi @aus22,

Ok thanks, the context is now clearer and you may need effectively a Choice Design.

In order to set up your design, you have several parameters to define in the Design Generation panel :

The "Number of attributes that can change within a choice set" is the number of factors that you can vary the levels between experiments (called "profiles") in the choice set. In my design, only 2 of the 3 factors vary between the 2 experiments in the same choice set (example for survey 1, choice set 1, X1 and X2 vary, but not X3 (fixed at L1)). This should answer your last question ?
The "Number of profiles per choice set" is the number of experiments in the same choice set that the respondent will have to choose from. In my example, I let this value to 2, but you can augment it if you would like to reduce the number of choice sets/surveys for example.
The "Number of choice sets per survey" : collection of profiles.
The "Number of surveys" : collection of choice sets.
The "Number of respondents per survey" : if you have several respondents, change the value to the number of people answering each survey, so that each respondent has its own column for the values. It will be automatically taken into account in the script "Choice" for the analysis, filling the "Subject ID" role with the "Respondent" value.

More infos on terminology here : Choice Design Terminology

Hope this response clarify the design and terminology ?