Level A: 63%

Level B: 11%

Level C: 8%

Level D: 5%

Level E: 13%

These are calculated using the exp of level then dividing it with sum of exponential of all levels of that attribute.

Actual market:

Level A: 28%

Level B: 40%

Level C: 22%

Level D: 6%

Level E: 4%

Should I use constraints to get the levels in the new order or just use weighting on the attributes levels only.

Main questions are as below:

What is the implication if raw utility of particular attributes does not add upto 0. (This is because weights are either negative or positive to get to the desired market standard)

Is it statistically correct? Will it have any impact on other results?

What is suggested and the rationale behind that.

This is a multi attribute study and brand levels are not matching to market share and client is bit concerned on the direction of levels preference.

With weighting / calibration some of the weights have to be negative to match the market share which is also one of my concerns.

Any help would be highly appreciated!!

Thanks & regards,

Raj