Analyzing the Data

Analysis of the data results in a utility score, called a part-worth, for each factor level. Part-worths provide a quantitative measure of the preference for each factor level, with larger part-worth values corresponding to greater preference.

Part-worths are computed using the Conjoint procedure (available only through command syntax), and are expressed in a common unit. This allows them to be added together to give the total utility, or overall preference, for any combination of factor levels. The part-worths then constitute a model for predicting the preference of any product profile.

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