Hi,
I have a CBC Analysis containing 208 examples. Within the CBC I have six price levels. The CBC-HB utilities for the price attribute are:
9 € 66.37
19 € 64.78
29 € 37.81
39 € -12.26
49 € -49.12
59 € -107.57
Now I wanted to use SMRT to create a Generic Sensitivity Analysis (no specific assumed competition) to make the report a bit "nicer" and clearer. ( I used your description:
http://www.sawtoothsoftware.com/about-us/news-and-events/sawtooth-solutions/ss27-cb/1109-reporting-preferences-for-attribute-levels-in-conjoint-analysis).
But after I ran the simulation 19 € has a higher purchase likelihood than 9 €.
9 € 91,53
19 € 95,27
29 € 89,95
39 € 57,14
49 € 30,3
59 € 13,56
Do you have any idea why the higher price now has a better purchase likelihood than the lower price? Is it because the two CBC-HB utilities are so close to each other? Maybe I also chose the wrong "average base", as I am actually not sure what average score for non-ordered attributes (like brand or color) exactly means?
Thank you very much for your help!