How are the Utility Values Calculated?
Discrete Choice (CBC)
For Discrete Choice conjoint, the engine keeps track of (for each individual respondent) the number of times a particular Attribute Level was displayed. It also tracks how many times a particular Level was "selected", i.e. it was part of the concept that was chosen by the respondent.
The utility of a particular level is then defined as : -
(Number of times Attribute Level is Selected) / (Number of times Attribute Level is Displayed)
All the Conjoint related tools can be accessed by clicking on:
- Login » Surveys » Analytics » Conjoint / Max Diff » Conjoint Analysis
This feature/tool [Conjoint Analysis Tools] is not available as part of any of our standard self-service licenses. It is part of our Enterprise Service License. Please contact your Account Manager for pricing and options for purchasing the Enterprise Service License.
Please Visit Survey Analytics to learn more about Enterprise Solutions