Affects of covariates on attributes (ACBC)

Question

Thanks again so much for generous help provided! I am truly grateful!

I used an ACBC survey (without BYO) and I included few moderators. I want to see how they are affecting the attribute choices. I wanted ask for an advise, if possible, about the approach that needs to be taken to find these affects.  
I was thinking to compare the HB estimations with and without covariates and report the findings based on the differences of these two output. Is there a more relevant way to do that?

Thank you !

Answer 1

If you want to use Bayesian statistics to investigate the effect of covariates on utilities, then review the paper: http://www.sawtoothsoftware.com/downloadPDF.php?file=HBCovariates.pdf

If you want to use Frequentist statistics to do this, then you should use the zero-centered diffs normalized utilities.  You'll find that our software outputs point estimates (single accumulated set of scores per respondent) for the zero-centered diffs.  Use zero-centered diffs, because it is an attempt to get rid of the large scale factor differences that can be observed across respondents.  Then, read the zero-centered diffs utilities along with the segment membership info into a standard cross-tab package (or statistical package) and conduct F-tests, T-tests, or ANOVAs between segments.