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!