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Interpretation of no-choice option


I did a Choice Based Conjoint Analysis with HB. The no-choice option has a pretty high part-worth utility and the highest standard deviation figure (indicating a lot of heterogeneity). I am not sure what to compare the part-worth utility and standard deviation of the no-choice option against. Against the levels or attributes?
All my results are zero-centered diffs btw.
asked Jan 27, 2016 by Max

1 Answer

+1 vote
You compare the None utility to the sum of part-worth utilities across the other attributes.  In other words, a level from each attribute makes up a product concept.  You sum those levels (one per attribute) across attributes to obtain the total utility for a product concept.  If that total utility exceeds the utility of the None concept, then it is more likely to be chosen than the None concept.
answered Jan 27, 2016 by Bryan Orme Platinum Sawtooth Software, Inc. (176,815 points)