I did a CBC on the subject of the distribution of mail.
I ran a HB analysis to calculate WTP.
From the HB analysis, we saw a logical order in the average utilities of the levels of the attribute "delivery location":
Own address 90.8
Address of your choice (e.g. neighbor, work, ...) 46.9
Post point -11.7
Post office -18.6
Parcel locker 500 meters from my house 10.3
Parcel locker 2 km from my house -34.0
Parcel locker 4 km from my house -83.8
The client now asked to run a segmentation on the CBC output.
So I ran a Latent Class analysis within Lighthouse.
When I look at the "1 group" solution, I see the same order in the ZC Diffs of the levels of the attribute "delivery location" as seen in the HB analysis.
Own address 120.3
Address of your choice (e.g. neighbor, work, ...) 61.9
Post point -21.9
Post office -28.9
Parcel locker 500 meters from my house 9.3
Parcel locker 2 km from my house -45.8
Parcel locker 4 km from my house -94.8
However, the absolute values are very different. My first question therefore is: what causes this difference?
If I am correct, the average utilities in HB are the average ZC Diffs calculated by HB. And in Latent Class, we also get average ZC Diffs. But what is the difference between the ZC Diffs from HB and Latent Class?
A second question is regarding the 5-group solution I get from the Latent class output.
As you can see from the 1-group output, the level "Parcel locker 500 meters from my house" is preferred over "Parcel locker 2 km from my house" and "Parcel locker 4 km from my house", which seems logical.
However, in my 5-group solution, there is one segment that has the following ZC Diffs for "delivery location":
Own address 63.85
Address of your choice (e.g. neighbor, work, ...) 58.17
Post point 53.76
Post office 63.57
Parcel locker 500 meters from my house -311.07
Parcel locker 2 km from my house 53.43
Parcel locker 4 km from my house 18.29
So this is a group that really doesn't prefer "Parcel locker 500 meters from my house", but does prefer the parcel lockers at a larger distance from the house. This seems a bit strange.
I wanted to check the ZC Diffs for this segment. But can of course only do this on the ZC Diffs from HB (as the ZC Diffs on respondent level are not an output in the Latent Class analysis).
But when I single out the respondents from this segment and calculate the average ZC Diffs I get the following output:
Own address 161.21
Address of your choice (e.g. neighbor, work, ...) 59.01
Post point -10.33
Post office -23.52
Parcel locker 500 meters from my house 7.42
Parcel locker 2 km from my house -65.27
Parcel locker 4 km from my house -128.52
So now I find, for the respondents for this specific segment, that the "Parcel locker 500 meters from my house" IS preferred over "Parcel locker 2 km from my house" and "Parcel locker 4 km from my house".
So my second question is, what causes this difference? Latent Class gives me a segment that is really opposed to "Parcel locker 500 meters from my house", but when I single out these respondents and look at the HB ZC Diffs, this doesn't seem to be the case.
Many thanks for any help