Conjoint analysis studies typically utilize orthogonal fractional factorial experimental designs to construct a set of hypothetical stimuli. Occasionally, these designs include environmentally correlated attributes that can lead to stimulus profiles that are not representative of the subject’s environment. To date, no one has proposed a remedy well-grounded in statistical theory. This note pres...

Taguchi's catalog of orthogonal arrays is based on the mathematical theory of factorial designs and difference sets developed by R. C. Bose and his associates. These arrays evolved as extensions of factorial designs and latin squares. This paper (1) describes the structure and constructions of Taguchi's orthogonal arrays, (2) illustrates their fractional factorial nature, and (3) points out tha...