The authors propose a fast and efficient algorithm for constructing D-optimal conjoint choice designs for mixed logit models in the presence of respondent heterogeneity. With this new algorithm, the construction of semi-Bayesian D-optimal mixed logit designs with large numbers of attributes and...

Conjoint choice experiments have become a powerful tool to explore individual preferences. The consistency of respondents' choices depends on the choice complexity. For example, it is easier to make a choice between two alternatives with few attributes than between five alternatives with several...

Due to the increasing interest in market segmentation in modern marketing research, several methods for dealing with consumer heterogeneity and for revealing market segments have been described in the literature.In this study, the authors compare eight two-stage segmentation methods that aim to...