AbstractIn a discrete choice experiment, each respondent chooses the best product or service sequentially from many groups or choice sets of alternative goods. The alternatives are described by levels of a set of predefined attributes and are also referred to as profiles. Respondents often find it difficult to trade off prospective goods when every attribute of the offering changes in each comparison. Especially in studies involving many attributes, respondents get overloaded by the complexity of the choice task. To overcome respondent fatigue, it is better to simplify the choice tasks by holding the levels of some of the attributes constant in every choice set. The resulting designs are called partial profile designs. In this paper, we con...