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Unbalanced Design of CBC

Dear all,

I just came across the assumtion of CBC that the design should be balanced with regard to the levels.
Now I am trying to find the WTP for different product attributes (sustainability labels), which just have two different levels (yes/no) and I added 5 price levels to have a variety regarding WTP. So my design would be (2,2,2,2,2,5).

Is this a problem or a common design for such approaches?
I cannot find help in the literature.

Thanks in advance,
asked Mar 17 by anonymous

1 Answer

0 votes

What you're referring to is "the number of levels effect."  The problem was more severe for conjoint methods than for choice-based methods and more severe for quantitative attributes than for qualitative ones like your yes/no attributes.  While this kind of unbalanced design was once a potential concern for ratings-based conjoint, it's so much less so for CBC that it really doesn't come up any more.
answered Mar 17 by Keith Chrzan Platinum Sawtooth Software, Inc. (103,225 points)