I had to document and interpret the part-worth utilities, the attribute importances and the latent class analysis.

For the interpretation of the part-worth utilities I was recommended to work with the HB-values.

In the method section of my master's thesis, I have to explain the following seven steps of my choice-based conjoint analysis:

(1)design of the stimuli

(2)design of the selection situation

(3)specification of a utility model

(4)specification of a selection model

(5)estimation of the utilities

(6)interpretation and implementation

(7)disaggregation of the utilities

Step (1) – (3) are clear, tut at steps (4) through (7), I'm unsure about using HB instead of logit.

I only could find studies using the logit data, who explained these seven steps.

What they wrote:

(4) using multidimensional logit choice model

(5) done by maximizing a log-likelihood function using a quasi-Newton method

(6) parth-worth utilities were calculated using cox-regression. P-value of model and p-value of every part-worth utility.

(7) none

As I found a description of these seven steps in the literature. They described the HB-approach as part of step (7).

I am absolutely confused, of what I have to report within the steps (4)-(7), if I was recommended to use the HB-approach to report part-worth utilities instead of the logit-approach.

Maybe you have some Keywords what to fill in, to get me back on track?

Does it make sense to report the information about the logit-data (step 4-6), even when in step (7) would be said, that HB is used and the following analysis is based on the HB-approach?

I also had not find out yet:

-how to estimate the P-value of model and p-value of every part-worth utility.

-how to interpret the percent certainty, as I read it is in a range from 0 to 1 and I have a solution of 5,23621

Below are two screenshots of the Logit and HB outputs

HB: https://drive.google.com/open?id=1d59v-gmNmd71x3tT6ihMtRD62n1Sslz4

Logit: https://drive.google.com/open?id=17noeHIv-AeCXCPTDXo-hpKzShjv_z7YI

Thanks in advance for any help you can provide me.

Thanks in advance for any help you can provide me.

thank you very much for your detailled answere.

There is one more question.

I obtained the p-values for the HB like you described above with the following solution:

All Part-worth utilities (so all level) for one (out of eight) attribute are not significant (calculated on a p<0.05 level).

How do I have to deal with this for further interpretation?

I also calculated the attribute importances for the HB. The attribute importance for the attribute with the not significant part-worth utilities is 8.6.

The output of the latent class shows me an attribute importance in two classes > 10 for this attribute.

So how do I have to deal with six level which are not significant (so that I could mention them to have no effect on decisionmaking process) but an attribute importance which tells me that they have an effect on the decisionmaking process?

Thanks in advance for any help you can provide me.