The paper "Ellipsoidal Methods for Adaptive Choice-Based Conjoint Analysis" introduces a novel approach to designing adaptive questionnaires for understanding consumer preferences. It addresses limitations in existing geometric methods, like the polyhedral method, particularly with high response error rates. The paper proposes an ellipsoidal method that uses normal approximations within a Bayesian framework, offering a geometrically intuitive and computationally efficient way to select questions. This method aims to improve the precision of preference parameter estimates by minimizing uncertainty through sequential questioning. The research formulates question selection as a mixed-integer programming problem and demonstrates the method's effectiveness in numerical experiments.

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