Abstract

HUERTAS-GARCIA, Rubén; SEGURA, Carolina Consolación; MAS-MACHUCA, Marta  and  FORGAS-COLL, Santiago. THE EFFECT OF JOINT DESIGN ON COGNITIVE ABILITY AND PERFORMANCE. A MODEL PROPOSAL BASED ON BALANCED INCOMPLETE BLOCKS. Innovar [online]. 2016, vol.26, n.59, pp.73-90. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v26n59.54325.

The use of conjoint analysis for studying strategic decision processes is considered an improvement on the usual post-hoc methods. However, since joint experiments evaluate the perceptions of profiles of the environment, described by sentences, instead of evaluating preferences, arises the problem that the reporting burden generated by these scenarios can exceed the capacity of the respondent, hampering its assessment and limiting its use to a few factors. This paper analyzes how the design (number of attributes) affects the complexity of the evaluation and the performance of the experiment. Besides, it also proposes a mixed design based on balanced incomplete blocks, comparing by experimentation its performance against a standard blocks design. Results show that complexity derived from the number of attributes has a moderate effect on the explained variation, but a greater effect in the weight of the factors, envisioning the use of different heuristics from respondents in the assessment process.

Clasificación JEL: M31, C93, M21.

Keywords : Cognitive ability; balanced incomplete block designs; evaluation of perceptions; paragraph descriptions; decision analysis; conjoint analysis.

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