Have an idea?

Visit Sawtooth Software Feedback to share your ideas on how we can improve our products.

Are main effects or interaction effects more suitable?

I want to conduct a CBC and I am not sure if the main effects or the interaction effects (or both) is important for me.

The study is about wine and I have the following attributes: price with 7 levels, quality (in points) with 5 levels, and grape with 5 levels.

I want to use the CBC to calculate the participants' willingness to pay for different wines. But I am not sure whether the main effects are important here or if I need to look at the interaction effects because price and quality could interact.

And am I right by using the balanced overlap design here?

Thank you for your help,
asked Jul 29, 2019 by Mary (340 points)

1 Answer

0 votes
Balanced Overlap is a good design method when you anticipate that you may need to estimate interaction effects.  When you estimate interaction effects you always estimate the main effects first.  The interaction effects are added in addition to the main effects.
answered Jul 30, 2019 by Bryan Orme Platinum Sawtooth Software, Inc. (176,815 points)