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Anchored Maxdiff Intercepting None utility

How to we can intercept None utility generated in Anchored Maxdiff . Can use it in the same manner we do in Conjoint Analysis?
asked Oct 30, 2018 by Milan Sanathra (450 points)
edited Oct 30, 2018 by Milan Sanathra
Could you give more detail please?  The anchor raw utility is 0.  If looking at raw MaxDiff utilities, the scores are on a logit scale.  There are aspects of MaxDiff scores that make it very similar to the utility scores for Conjoint.  But, please give more detail to your question.
Dear Bryan,

Thank you for your response.

We are thinking to implement Anchored Maxdiff to get the proportion of respondents who would choose each item and the proportion that wouldn’t take any options available but not sure if None utility will help us to get the above answer.
Let us know your thoughts here.

1 Answer

0 votes
If the anchor indicates the difference between buy/no buy, or take/no take, then the Simulator offered in our MaxDiff Analyzer tool should do this.  The simulator would act just like conjoint analysis.  You can use the first choice rule, or the logit (share of preference) rule.  You can place multiple items in competition with the "anchor" item, and see the percent of "votes" (shares of preference).
answered Oct 30, 2018 by Bryan Orme Platinum Sawtooth Software, Inc. (172,790 points)