Orthogonality definition

Orthogonality simply means that the attributes are purposefully uncorrelated in the design, which makes it easier to assess the effect of independent variables on dependent variables. “Level balance” means that there are the same number of attribute levels for every attribute. “Minimal overlap” means that attribute levels do not repeat. “Utility balance” means that alternatives in choice sets are close in utility space for respondents.
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Related to Orthogonality

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