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Average importance scores of different attributes are almost equal

Dear Sawtooth community,

Hello! After running HB analysis, I got the relative importances of attributes in my ACBC study. There are 5 attributes. Attribute 1 and attribute 2 have very close importance scores and only a difference about 1. Attribute 3 and attribute 4 also have almost identical scores. Is it good? Does this indicate some meaningful distinctions for respondents are not captured?
Thanks in advance.
asked Mar 10 by Xinlei Hu (340 points)

1 Answer

0 votes
This doesn't seem unusual to me at all.  Sometimes pairs of attributes are about equally impactful and it sounds like  your study has uncovered that.  

I suspect if you look at the respondent-level importance scores, you'll see a lot more differentiation across respondents for these nearly-tied attributes.
answered Mar 10 by Keith Chrzan Platinum Sawtooth Software, Inc. (102,700 points)
Thank you very much for your quick response! Your answer is very helpful to me.