Hi,
I have done a research and to developed my conjoint profiles, I used SPSS Orthogonal Design.
One of the reviewers came back to us and questioned the efficiency of the Orthogonal design.
The reviewer gave two comments:
"1. Read about orthogonality versus confounding. For example, Plackett Burma designs are not always orthogonal but still permit the estimation of main effects. 2. What software was used to generate the design? This does not sound like a fractional factorial design. It sounds like an Optimal design (D- or A- or maybe G-?) What was the efficiency of this design?"
I don't know what I should reply to him/her. Orthogonal design for conjoining analysis in the Marketing field is a very common technique. It seems SPSS does not use D-, A- or G- method, does it? where can I get the efficiency?
I have written, "In this study we used SPSS - Orthogonal Design procedure (ORTHOPLAN) - automatically generates main-effects orthogonal fractional factorial plans, known as orthogonal arrays (Kuzmanovic, Martic, Vujosevic, & Panic, 2011).”
Any help would be greatly appreciated.
Please refer the following links, it may be helpful for you.
Thank you.
https://link.springer.com/chapter/10.1007/978-3-642-34041-3_77
https://youtu.be/674NlErPcWw
I would recommend reading the following textbook:
- Sabine Landau and Brian S. Everitt (2014) A Handbook of Statistical Analyses using SPSS, Chapman & Hall/CRC Press LLC, UK .
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