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Analyzing Partially Confounded Factorial Conjoint Choice Experiments Using SAS/IML®

Completely Confounded Factorial Conjoint Choice Experiment (CCFCCE) design allows estimation of main effects and interaction effects. Since some of the effects will be confounded with the blocks in completely confounded factorial design, the conjoint choice design was extended to use of partially confounded factorial design, which is call Partially Confounded Factorial Conjoint Choice Experiment(PCFCCE). A 2 8 partially confounded factorial design with two replicate was applied to CCE in this study. In this study, all the responses were assume to be independent and hence the multinomial logit model follows. The log likelihood is nonlinear and hence the newton-raphson method is needed to estimate the parameters. PROC IML was used to generated the Newton-Raphson procedures. The result showed that all main effects and some of the first-order interaction effects were significant.