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WTP calculation ?

I have 3 moderators that related to consumer characteristics and consist of 12 likert questions(4 questions each). Is that a reasonable number?
and may i ask why it is extremely difficult to calculate WTP? is it due to the software ? I have previously seen many studies that calculates the WTP by using traditional CBC. Isn't it possible to calculate it with part worth utilities?

related to an answer for: Analysing ACBC data
asked Dec 5, 2014 by anonymous

1 Answer

0 votes
WTP is a tricky concept.  It is not due to limitations in our software but strangeness of the WTP concept itself that we caution against this.  We felt so strongly about this and it came up so many times that we wrote a white paper regarding our opinions on WTP:

answered Dec 5, 2014 by Bryan Orme Platinum Sawtooth Software, Inc. (198,815 points)