Utility Scores
This table shows the utility (part-worth) scores and their standard errors for each factor level. Higher utility values indicate greater preference. As expected, there is an inverse relationship between price and utility, with higher prices corresponding to lower utility (larger negative values mean lower utility). The presence of a seal of approval or money-back guarantee corresponds to a higher utility, as anticipated.
Since the utilities are all expressed in a common unit, they can be added together to give the total utility of any combination. For example, the total utility of a cleaner with package design B*, brand K2R, price $1.19, and no seal of approval or money-back guarantee is:
utility(package B*) + utility(K2R) + utility($1.19) + utility(no seal)
+ utility(no money-back) + constant
or
1.867 + 0.367 + (−6.595) + 2.000 + 1.250 + 12.870 = 11.759
If the cleaner had package design C*, brand Bissell, price $1.59, a seal of approval, and a money-back guarantee, the total utility would be:
0.367 + (−0.017) + (−8.811) + 4.000 + 2.500 + 12.870 = 10.909