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My question was more around displaying multiple price features.
i.e.
1. Annual Capital Cost
-50, 75, 100
2. Upfront Capital Cost
-0, 100, 200
3. Annual Software Cost
-25, 50, 100
asked Jun 6, 2016 by John
It is very easy just to add these three attributes as additional standard attributes within ACBC.  You can just treat them as nominal (categorical) attributes just like you would treat brand, color, style, etc.

However, if you want to tie (correlate) these three pricing attributes to specific levels of other non-price attributes, then this leads to some interesting statistical considerations and some complication.

1 Answer

0 votes
Does that mean that you do not need to estimate separate utility functions for these 3 pricing features...only that you needed to tie the display of these 3 elements of cost to specific combinations of non-price attributes in your ACBC study?

If you want to estimate separate utility functions for these three pricing attributes, then there are experimental design considerations and statistical issues.  However, if you mean to just tie specific pricing impacts to specific non-price attributes, then this is a display issue only and then the utility of the non-price features would encompass the price differentials that were displayed to respondents--no additional utility weights would need to be estimated.
answered Jun 6, 2016 by Bryan Orme Platinum Sawtooth Software, Inc. (148,340 points)
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