Optimal design of factorial paired comparison experiments in the presence of within-pair order effects

This paper presents a systematic approach to dealing with within-pair order effects in paired comparison experiments, which have historically received substantial attention in many application areas, including sensometrics, psychology, transportation, marketing and medicine. It describes how optimal designs can be constructed for paired comparison experiments involving several attributes. It extends earlier work on design of experiments in the presence of within-pair order effects for a single qualitative attribute and fills a void in the recent design literature on choice experiments with multiple attributes.