Methodological question: assuming you have run a CBC with HB analysis to get point estimates per respondent per attribute level, and your attributes look like the following:
Brand: Brand A, Brand B
Cost: <four price points>
Reward: <four reward points levels>
Can you, justifiably, do the following per respondent?
- Note which part-worth is higher for which brand (i.e. which brand is preferred)
- Take the non-preferred brand, and determine what combination (sum) of part-worths for the other levels result in the total utility exceeding their part-worth for their preferred brand, and then conclude that that is what is required to cause them to switch brands?
Is this methodologically justifiable or is it breaking the rules/assumptions of CBC?