Huertas García, RubénGázquez-Abad, Juan CarlosForgas Coll, Santiago2016-11-042016-11-0420160885-8624https://hdl.handle.net/2445/103305Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment's design to each respondent depending on their previously stated preferences, ordered in a self-assessment questionnaire. The purpose of this paper is to describe advantages and disadvantages of using a partial-profile randomised experiment, the usual system, and to propose a new design strategy for arranging profiles in blocks that improve its performance.11 p.application/pdfeng(c) Emerald, 2016Disseny d'experimentsAnàlisi conjunt (Màrqueting)Anàlisi factorialExperimental designConjoint analysis (Marketing)Factor analysisinfo:eu-repo/semantics/article6340802016-11-04info:eu-repo/semantics/openAccess