I have seen the instruction for transforming raw data into ZCD, but I get stuck at the second Step:
"2. Then, for each attribute compute the difference between best and worst utilities. Sum those across attributes."
What exactly do you mean with sum those across attributes? I have 34 variables, price(linear), color (4 levels), Label (4 levels), pricexlabel (4Level), pricexcolor (4Level), colorxlabel (16Label)+None option. I have now 7 values of (MAX-MIN) in every row/iteration (the ones for price and the None option are Zero). Do I sum them up horizontally AND vertically to receive one sum?
"3. Take 100 x #attributes and divide it by the sum achieved in step 2. This is a single multiplier that you use in step 4."
So basically The sum/(34*100) =X
"4. Multiply all utilities from step 1 by the multiplier. Now, the average difference between best and worst utilities per attribute is 100 utility points."
X* each an every utility I find in the alpha file? Do I do it differently with linear attributes?
I assumed I could go the other way round (since I have the average zcd for the utility report) but they don't all have the same multiplyer.
I hope you understand where I am struggeling and hopfeully you could help me.