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...

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...