How to calculate the average utility importance?

Question

I'd like to rescale the price attribute in my ACA by following your paper "Managing the price effect". I already have found the segments and now I have to calculate the average utility importance for each segment to check if there are differences. How do I calculate them? I tried but I can't find a way to calulate them from the individual utilities.

Best regards,
Thomas

Answer 1

Try the article: "The Basics of Interpreting Conjoint Utilities" from our 1996 newsletter: https://www.sawtoothsoftware.com/education/ss/ss1.shtml#thebasic

Make sure to do all the calculations within each respondent, then to average the importance scores across respondents.

Best,

--Bryan

Comments

Brian,

Sorry but you really didn't answered to the question.
Why are there no formula or mathematical calculations steps ?

Best regards,
Sophie