Coefficients
This table shows the linear
regression coefficients for those factors specified as LINEAR (for IDEAL and ANTIIDEAL models, there
would also be a quadratic term). The utility for a particular factor
level is determined by multiplying the level by the coefficient. For
example, the predicted utility for a price of $1.19 was listed as
−6.595 in the utilities table. This is simply the value of
the price level, 1.19, multiplied by the price coefficient, −5.542.