Dear Sawtooth Software Team,
I like Sawtooth very much, even if I am a little overwhelmed by the possibilities. I have already read really a lot of literature in last weeks (by Sawtooth and by other authors) and yet I have three basic questions …
1) How is it possible to obtain percentages for the importance of the part-worth utilities for the levels after conducting a HB within Lighthouse Studio (see attachment). For the attributes, the analysis directly provides the importance. Does that even make sense?
2) I am not allowed to compare the parth-worth utilities within one attribute, right? To say something like „level A from attribute 1“ increases the benefit almost twice as much as „level B from attribute 1“ is wrong, isn´t it? Does this mean that the part-worth values / average utilities in Lighthouse only provide me with information about which level leads to the greatest increase in benefit and which to the least benefit? Further interpretations are not permitted?
3) One additional question: In Chapter 9 from Orme I read that the effects coding is used here and that all levels together result in 0. Is this the same when someone is talking in literature as normalization and scaling?
A tip from my side:
The hands-up tutorials within Lighthouse help were great and extremely helpful, so I had little trouble creating a conjoint analysis. If there were an exemplary analysis for this tutorial afterwards with exemplary results, I would certainly be able to better understand the entire process of evaluation and interpretation. Just like Chapter 9 by Orme but with more details in relation to the interpreting and within a global setting / use case.