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HB interpretation of output


I wonder what the HB Output means? I understand that HB calculates on individiual level but how to interpret the part-worths which I can see in the zero-centered difffs Utility Report? Is it an aggregate solution?

asked Nov 22, 2017 by Joe

1 Answer

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After the HB finishes, individual-level utilities are indeed created for each respondent.  But, to summarize the results in one easy table, we average the normalized (rescaled, zero-centered diffs) across respondents.

Zero-centered diffs is a way to put all respondents on the same (larger) scale, to help remove differences between scale factor across individuals.  For each individual, we find the multiplier (to apply to all this respondent's part-worths) such that the average difference between best and worst levels within attributes is 100.
answered Nov 22, 2017 by Bryan Orme Platinum Sawtooth Software, Inc. (154,505 points)