I conducted a survey using ACBC and constructed lists. I wanted to know whether in a brand architecture, the product-, family- or the company brand is more important for the customer than the others. Since there are multiple product brands and not all customers are buying the same, I used constructed lists and unverified perl.
Now I want to run the analysis and get single utility scores for every brand (product brand a, product brand b, product brand c, family brand, company brand), and of course these scores are also minus values since every customer used a different brand.
Is there a possibility to combine the values of brand a, brand b, brand c to one value for the product brand?