Discrete Choice Conjoint - Utility Calculation FAQ

When I look at the Utilities calculated - Why are the levels not adding up to 1.0?

By definition : The Utility of a level = #of times it is part of a chosen concept / #of times it is displayed.

Now in certain conditions, the same Level may be displayed on more than 1 concept - Thus - the total for all the utilities (in each Attribute) will not sum up to 1.

I am seing NEGATIVE utilities! How is this possible?

If you ADD/REMOVE Levels (and Attributes) after data collection, the newly added levels are automatically assigned a utility of "-1" -- for the data collected prior to adding that level. Please clear out your data if you are adding or removing levels!

To clear your data Goto: Login » Surveys » Manage Data » Delete Data

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