Market Lett (2006) 17:255–268 DOI 10.1007/s11002-006-7943-8 The no-choice option and dual response choice designs Jeff D. Brazell · Christopher G. Diener · Ekaterina Karniouchina · William L. Moore · V´ alerie S´ everin · Pierre-Francois Uldry C  Springer Science + Business Media, LLC 2006 Abstract Choice set designs that include a constant or no-choice option have in- creased efficiency, better mimic consumer choices, and allow one to model changes in market size. However, when the no-choice option is selected no information is obtained on the relative attractiveness of the available alternatives. One potential solu- tion to this problem is to use a dual response format in which respondents first choose among a set of available alternatives in a forced-choice task and then choose among the available alternatives and a no-choice option. This paper uses a simulation to demonstrate and confirm the possible gains in efficiency of dual response over traditional choice-based conjoint tasks when there are different proportions choosing the no-choice option. Next, two choice-based con- joint analysis studies find little systematic violation of IIA with the addition/deletion of a no-choice option. Further analysis supports the hypothesis that selection of the no-choice option is more closely related to choice set attractiveness than to decision J. D. Brazell President/CEO, The Modellers, LLC. C. G. Diener Managing Partner at King, Brown, Partners, Inc. E. Karniouchina Marketing PhD student, the David Eccles School of Business, University of Utah, Salt Lake City, UT 84112 W. L. Moore () Royal L. Garff Professor of Marketing at the David Eccles School of Business, University of Utah, Salt Lake City, UT 84112 V. S´ everin Sr. Partner, Research & Analytics, The Modellers, LLC. P.-F. Uldry President, European Operations, The Modellers, LLC. Springer