Hi all,
I'm designing a complex CBC exercise and it's about subscription price vs. different features and usage. When I created a Balanced Overlap design, I find one potential risk is that respondents will always choose the option that matches their current usage, then the price. So that the features become less important.
For example, the three options can be:
Brand A Brand B Brand C
Small usage Medium usage Large usage
Feature 1 Feature 2 Feature 3
$20 $30 $35
Then I tried the Random design method, and it creates better option combinations (from my point of view), which look like this:
Brand A Brand A Brand B
Small usage Medium usage Medium usage
Feature 1 Feature 1 Feature 2
$20 $30 $30
In this case, respondents can also focus on the features where usage and price are identical.
But when I read the document, it says "Unless the primary goal of the research is the study of interaction effects, we generally do not recommend using the purely Random method."
Does it mean I should stick with Balanced Overlap?
Many thanks,
Emma