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How Many Questions Should You Ask in Choice-Based Conjoint Studies? (1996)

When planning a choice-based conjoint study, one must decide how many choice tasks to give each respondent. Too many may produce biased or noisy results, and too few will reduce precision. We re-analyzed data from 21 commercial studies, conducted in several countries and languages, with widely varying product categories, to see how results depend on the number of tasks respondents are given. [The paper was awarded "Best Presentation" at the ART Forum at Beaver Creek in June 1996.]

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