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Balanced Overlap or Complete enumeration?

We have a pretty basic CBC exercise, with only 2 attributes: product (5 levels) and price (4 levels, conditional displayed depending on brand). Would it make sense to use Balanced Overlap as a design generation method? This would lead to displaying the same product multiple times for the same task and the respondent would definitely choose the one with the lower price.

I don't know if this matters, but we plan to show 5 concepts per choice task. After having a quick look, I saw that there are cases when the same product is displayed three times on the same task - surely this means less information obtained?
asked Nov 8, 2011 by anonymous

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Best answer
It wouldn't make sense to use Balanced Overlap in your case.

With 5 brands, 4 prices, and showing 5 concepts at a time on the screen, this naturally leads (with complete enumeration) to no overlap on brand, but modest overlap on price.  That should work quite well for estimating interaction effects for brand x price, since there is a little bit of overlap on price.  And, the tasks should be quite reasonable for respondents to consider, since the same brand won't appear at two different prices.
answered Nov 8, 2011 by Bryan Orme Platinum Sawtooth Software, Inc. (148,340 points)
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