Abstract
Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. In the cases where attributes have two or three levels, we research on the efficient design of survey questionnaire to estimate all the main effect and two factor interaction effects with a reasonable size of it. Methods: To reduce the number of questions in a questionnaire, the balanced incomplete block mixed level factorial design with minimum aberration was proposed by Lim and Chung (2016). Based on the number of questions and that of the respondents in that design, D-optimality criterion is adopted to find efficient designs where the main effect and two factor interaction effects are estimated. Results: The list of the number of questions and that of the respondents in efficient designs for survey questionnaire are recommended based on the D-efficiency of each design and the proposed selection criteria for the number of both questions and the respondents. By analyzing all the respondents survey data generated by the simulation study, we find the proper model. Conclusion: The proposed methods of designing survey questionnaires seem to perform well in the sense that how often the proper model is found in a simulation study where all the respondents survey data are generated by the simulation model.
