Recommendations on the Use of Bayesian Optimal Designs for Choice Experiments

In this paper, we argue that some of the prior parameter distributions used in the literature for the construction of Bayesian optimal designs are internally inconsistent. We provide practical advice on how to properly specify the prior parameter distribution. Also, we present an example to illustrate that Bayesian optimal designs generally outperform utility‐neutral optimal designs that are based on linear design principles. Copyright (c) 2008 John Wiley & Sons, Ltd