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Average Importance Logit CBC


I have a question regarding the calculation of the average importance. I understand that I take the range of the utility estimates, sum all up and then take the relative contribution to the range sum for every attribute.

How do I calculate this for an attribute with linear coding? E.g. price is linear coded and has a much higher utility level than all the others. Nevertheless, when I look at the average importance it's not that much higher.

When I do the logit analysis with part-worth coding for price, I can reproducethe average importance. But not for linear coding.

What am I doing wrong?

Thanks a lot!
asked Feb 20, 2020 by alinalefebre (225 points)

1 Answer

+1 vote
For a linear variable I would compute the utility at the highest price point shown and then at the lowest price point shown and then calculate it as you would if you had part worth utilities for each level.  

Am I understanding your question properly?
answered Feb 20, 2020 by Keith Chrzan Platinum Sawtooth Software, Inc. (105,750 points)
Thank you so much, that's it!
Now, I can reproduce it.