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How to calculate the average utility importance?

I'd like to rescale the price attribute in my ACA by following your paper "Managing the price effect". I already have found the segments and now I have to calculate the average utility importance for each segment to check if there are differences. How do I calculate them? I tried but I can't find a way to calulate them from the individual utilities.

Best regards,
Thomas
asked Apr 11, 2012 by anonymous
retagged Sep 13, 2012 by Walter Williams

1 Answer

0 votes
Try the article: "The Basics of Interpreting Conjoint Utilities" from our 1996 newsletter: https://www.sawtoothsoftware.com/education/ss/ss1.shtml#thebasic

Make sure to do all the calculations within each respondent, then to average the importance scores across respondents.

Best,

--Bryan
answered Apr 11, 2012 by Bryan Orme Platinum Sawtooth Software, Inc. (147,915 points)
Brian,

Sorry but you really didn't answered to the question.
Why are there no formula or mathematical calculations steps ?

Best regards,
Sophie
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