I have a ACBC Analysis containing 161 samples. Everytime I run the HB analysis I get differnt importances and utilities. Is this variation normal? For example, for one attribute, I get the overall importance of sometimes 1,64 and sometimes 0,04. If I segment into male respondents (n=129) and female respondents (n=32) I get importances for the attribute of 1,62 (male) and 0,00162 (female) which would give an average of 1,3.

Is this normal? I am relatively new to conjoint analysis, so please forgive me if the answer is obvious.

Thank you very much for your help!