Utility Report

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This report displays the normalized (zero-centered diffs) utilities for the respondents in your study.  This normalization transforms the raw utilities for each respondent to a scale wherein the average difference between best and worst levels across attributes is equal to 100.  Although we use the zero-centered diffs transformation for displaying the average utilities within this report, when the utilities are actually used to simulate shares of preference, the original raw utilities (no transformation) are used.


Importances are calculated by computing the ranges of attribute utilities (difference between best and worst utilities per attribute) and normalizing them to sum to 100%.  Importances are computed first at the individual level (assuming you are using a utility run that includes individual-level results) and then averaged across respondents for the summary report.


More information on interpreting Utilities and Importances.



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