The concept of willingness-to-pay (WTP) has attracted the attention of marketeers because of its use-fulness in many applications. Nowadays one aims at describing the market heterogeneity by estimating the distribution of WTP. However, this poses several problems that have been discussed...

To measure the willingness-to-pay (WTP) accurately, Vermeulen et al. [2008] apply the c-optimality criterion to generate designs for conjoint choice experiments. This criterion is based on minimizing the sum of the variances of the WTP estimators approximated by the delta method. Designs...