Producing the Experimental Stimuli

Each set of factor levels in an orthogonal design represents a different version of the product under study, and should be presented to the subjects in the form of an individual product profile. This helps the respondent to focus on the product version currently under evaluation. The stimuli should be standardized by making sure that the profiles are all similar in physical appearance except for the different combinations of features.

Creation of the product profiles is facilitated with the Display Design procedure. It takes a design generated by the Generate Orthogonal Design procedure, or entered by the user, and produces a set of product profiles in a ready-to-use format.

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