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Can I compare zero-centered diffs from two CBC studies one with an additional attribute level?


I ran the same exact same conjoint study twice only the second time I added one level to an attribute. Can I compare the zero-centered diffs for the attributes that stayed the same across the studies? Can I compare the attributes that added a different level?

Many thanks
asked Mar 9, 2020 by Sarah

1 Answer

0 votes

The utilities are centered on 0, the average utility across the levels of an attribute.  By adding a level you move the location of that zero point, so the utilities will not be directly comparable, no.
answered Mar 10, 2020 by Keith Chrzan Platinum Sawtooth Software, Inc. (103,225 points)