Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?
A) The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach.
B) The number of stimulus profiles can be greatly reduced by means of fractional factorial designs.
C) It is possible to reduce the number of paired comparisons by using cyclical designs.
D) The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons.

Question

Quizplus · Accepted Answer

The full-profile approach can generate a large number of stimulus profiles, which can be overwhelming for respondents. However, fractional factorial designs can help reduce the number of profiles to a manageable amount. This is why statement B is true. Statement A is incorrect because the advantage of pair-wise is that it requires fewer evaluations than the full-profile approach. Statement C is incorrect because cyclical designs simply ensure that each attribute is evaluated with the same frequency, but they do not reduce the number of paired comparisons. Statement D is incorrect because pair-wise can be more challenging for respondents as they need to make multiple comparisons.

Which Statement Is True About the Full-Profile Approach to Constructing