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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)

Self-Explicated Model

In the Self-Explicated Model, if any Level has been marked by the respondent as completely unacceptable it's given a value of "-1".

The Utility of a Level can be defined as DESIREABILITY * IMPROVEMENT.

DESIREABILITY - Score (0-10) that the user gave when asked to rate each of the Levels for all the Attributes.

IMPROVEMENT - Score (0-10) that the user gave when asked to rate the value of an "Improvement" for each of Attributes (from the lowest to the greatest Level)

Ratings Based Model

In the ratings based model, since the respondent does not "Choose" an option, but in fact rates two concepts at a time here is how the utility for a Level is calculated:

• Two Concepts presented to the user at a time (Left Concept and Right Concept)
• If the user rates the concept in the Left, a score (between 1 and 4) is given to all the Levels contained in the Left Concept. A score of (between -1 and -4) is given to all the Levels in the Right Concept
• Similarly, if the user rates the concept in the Right, positive values are given to the levels in the Right Concept and negative values are given to the Levels in the Left Concept
• The scores are simply added across all the tasks (Screens) for the user
• The resulting cumulative score is the utility for each of the levels for that user

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