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Conjoint analysis experimental design for services involving multiple options

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3 Author(s)
Fragniere, E. ; Dept. d'' Economie, Haute Ecole de Gestion de Geneve, Carouge, Switzerland ; Javanmardi, N. ; Moresino, F.

Airline flights usually include multiple additional services to differentiate their offer from the competition. In particular, the number of stimuli (combination of attributes) becomes huge and difficult to evaluate through conjoint analysis. In this paper, a new hybrid method is proposed in order to produce relevant card systems of reasonable sizes. First, a pre-selection of stimuli is conducted based on logical survey and expert testing procedures. Second, an algorithm using the criterion of D-optimality is programmed to select the final set of stimuli. The method has been employed for the design of flights between Tehran and Dubai.

Published in:

Service Operations and Logistics and Informatics (SOLI), 2010 IEEE International Conference on

Date of Conference:

15-17 July 2010