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Testing significance for attribute importance


In the choice-based conjoint analysis, is it possible to report any statistical significance for the impact of a certain attribute based on importances/utility?

Example: an aspect of same-day delivery is the 'Start of delivery timeslot' (attribute). If the attribute importance is 0.35/0/45/0/55, can anything be said on significance on same-day delivery choice? Or is such a statistic elsewhere stated?

Thank you in advance.
asked Jul 30, 2021 by vlinderdb (200 points)

1 Answer

0 votes
Standard deviations are reported for our HB utility estimates and for importances, so you can convert those into standard errors and run statistical tests.   Also, because you have respondent-level utilities and importances, you can run a variety of different statistical tests  (between-groups tests, between-levels or between-importances tests).
answered Jul 30, 2021 by Keith Chrzan Platinum Sawtooth Software, Inc. (111,275 points)