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Simulating alternative specific design

Hi all,

How can we simulate CBC with alternative specific design? Is it done by simply summing the utilities of primary attribute + conditional attribute?

What about the levels that do not have conditional attribute (e.g.: walking in the technical paper example)? Should we just use the utility of walking without summing it with anything else?

Thank you for your response.

asked Mar 20, 2012 by anonymous
retagged Sep 13, 2012 by Walter Williams

1 Answer

+1 vote
Yes, you do not add the utility for attributes that don't apply to the alternative.  If using our simulation software, you type "NA" into the attribute that is "not applicable".  That tells the software to skip this attribute when accumulating the utility for the product concept.
answered Mar 20, 2012 by Bryan Orme Platinum Sawtooth Software, Inc. (198,715 points)