cbc_priors: Create prior specifications for CBC models

In jhelvy/cbcTools: Design and Analyze Choice-Based Conjoint Experiments

Create prior specifications for CBC models

Description

Creates a standardized prior specification object for use in CBC analysis functions like cbc_choices() and cbc_design(). Supports both fixed and random parameters, with flexible specification of categorical variable levels and interaction terms between fixed parameters.

Usage

cbc_priors(
  profiles,
  no_choice = NULL,
  n_draws = 100,
  draw_type = "halton",
  interactions = NULL,
  ...
)

Arguments

profiles	A data frame of profiles created by cbc_profiles()
no_choice	Prior specification for no-choice alternative. Can be: A single numeric value for fixed no-choice utility A rand_spec() object for random no-choice utility NULL if no no-choice option (default)
n_draws	Number of draws for DB-error calculation if using Bayesian priors. Defaults to 100
draw_type	Specify the draw type as a character: "halton" (the default) or "sobol" (recommended for models with more than 5 random parameters).
interactions	A list of interaction specifications created by int_spec(). Only interactions between fixed (non-random) parameters are supported. Each interaction must specify the appropriate level(s) for categorical variables. Defaults to NULL (no interactions).
...	Named arguments specifying priors for each attribute: For fixed parameters: Continuous variables: provide a single numeric value Categorical variables: provide either: An unnamed vector of values one less than the number of levels (dummy coding) A named vector mapping levels to coefficients (remaining level becomes reference) For random parameters: use rand_spec() to specify distribution, parameters, and correlations

Details

Fixed vs Random Parameters

Fixed parameters assume all respondents have the same preference coefficients. Specify these as simple numeric values.

Random parameters assume preference coefficients vary across respondents according to a specified distribution. Use rand_spec() to define the distribution type, mean, and standard deviation.

Categorical Variable Specification

For categorical variables, you can specify priors in two ways:

1. Unnamed vector: Provide coefficients for all levels except the first (which becomes the reference level). Order matters and should match the natural order of levels.

2. Named vector: Explicitly map coefficient values to specific levels. Any level not specified becomes the reference level.

Interaction Terms

Use the interactions parameter with int_spec() to include interaction effects between attributes. Only interactions between fixed parameters are supported. For categorical variables involved in interactions, you must specify the relevant levels.

No-Choice Options

When including a no-choice alternative, provide a no_choice parameter. This can be either a fixed numeric value or a rand_spec() for random no-choice utility.

Value

A structured prior specification object including parameter draws for random coefficients and interaction terms. This object contains:

• pars: Vector of mean parameter values

• par_draws: Matrix of parameter draws (if random parameters specified)

• correlation: Correlation matrix for random parameters (if applicable)

• interactions: List of interaction specifications

• attrs: Detailed attribute information

• Additional metadata for validation and compatibility checking

Examples

library(cbcTools)

# Create profiles for examples
profiles <- cbc_profiles(
  price = c(1, 1.5, 2, 2.5, 3),
  type = c('Fuji', 'Gala', 'Honeycrisp'),
  freshness = c('Poor', 'Average', 'Excellent')
)

# Example 1: Simple fixed priors
priors_fixed <- cbc_priors(
  profiles = profiles,
  price = -0.25, # Negative = prefer lower prices
  type = c(0.5, 1.0), # "Fuji" is reference level
  freshness = c(0.6, 1.2) # "Poor" reference level
)

# Example 2: Named categorical priors (more explicit)
priors_named <- cbc_priors(
  profiles = profiles,
  price = -0.25,
  type = c("Gala" = 0.5, "Honeycrisp" = 1.0),  # "Fuji" is reference
  freshness = c("Average" = 0.6, "Excellent" = 1.2)  # "Poor" is reference
)

# Example 3: Random parameters - normal distributions for "price" and "freshness"
priors_random <- cbc_priors(
  profiles = profiles,
  price = rand_spec(
    dist = "n",
    mean = -0.25,
    sd = 0.1
  ),
  type = c(0.5, 1.0),
  freshness = rand_spec(
    dist = "n",
    mean = c(0.6, 1.2),
    sd = c(0.1, 0.1)
  )
)

# Example 4: Correlated random parameters
priors_correlated <- cbc_priors(
  profiles = profiles,
  price = rand_spec(
    dist = "n",
    mean = -0.1,
    sd = 0.05,
    correlations = list(
      cor_spec(
        with = "type",
        with_level = "Honeycrisp",
        value = 0.3
      )
    )
  ),
  type = rand_spec(
    dist = "n",
    mean = c("Gala" = 0.1, "Honeycrisp" = 0.2),
    sd = c("Gala" = 0.05, "Honeycrisp" = 0.1)
  ),
  freshness = c(0.1, 0.2)
)

# Example 5: With interaction terms
priors_interactions <- cbc_priors(
  profiles = profiles,
  price = -0.25,
  type = c("Fuji" = 0.5, "Honeycrisp" = 1.0),
  freshness = c("Average" = 0.6, "Excellent" = 1.2),
  interactions = list(
    # Price sensitivity varies by apple type
    int_spec(
      between = c("price", "type"),
      with_level = "Fuji",
      value = 0.1
    ),
    int_spec(
      between = c("price", "type"),
      with_level = "Honeycrisp",
      value = 0.2
    ),
    # Type preferences vary by freshness
    int_spec(
      between = c("type", "freshness"),
      level = "Honeycrisp",
      with_level = "Excellent",
      value = 0.3
    )
  )
)

# Example 6: Including no-choice option
priors_nochoice_fixed <- cbc_priors(
  profiles = profiles,
  price = -0.25,
  type = c(0.5, 1.0),
  freshness = c(0.6, 1.2),
  no_choice = -0.5 # Negative values make no-choice less attractive
)

# Example 7: Random no-choice
priors_nochoice_random <- cbc_priors(
  profiles = profiles,
  price = -0.25,
  type = c(0.5, 1.0),
  freshness = c(0.6, 1.2),
  no_choice = rand_spec(dist = "n", mean = -0.5, sd = 0.2)
)

# View the priors
priors_fixed
priors_random

jhelvy/cbcTools documentation built on July 17, 2025, 3:02 a.m.