Table 1 shows hypothetical results from a single survey designed to collect information about consumer preferences about laptop computers.
Each line in the survey defines a laptop profile, which is a collection of attribute values.
Each choice set consists of two attribute profiles.
The DOE Choice designer can create a survey like that shown in Hypothetical Choice Survey Results from a single Respondent, Subject ID 2. However, to create an effective design, the Choice designer needs information about the attributes. For example, most laptop attributes have values that are intrinsic preferences. That is, a bigger disk size is better, longer battery life is better, and so forth. The purpose of conducting a choice survey is to find out how potential laptop purchasers feel about the advantages of a collection of attributes.