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Calibration of utilities in CBC

After calibrating the utilities using "Sawtooth Software CBC HB software", the utilities score generated with HBU & Cal file were not Zero Centered in file "cal.hbu". How to use these utilities in the simulator as Average & Level wise utilities are not matching from SMRT to Simulator? Please help.
asked Jul 27, 2018 by Milan Sanathra (470 points)
edited Jul 27, 2018 by Milan Sanathra

1 Answer

0 votes
After calibrating utilities to purchase likelihood scores, the utilities indeed are no longer zero-centered.  This is to account for the fact that different respondents have different intercepts to predict whether they have generally higher or lower purchase intent.

I would only use the calibrated to purchase intent CBC scores within the Purchase Likelihood simulation model in SMRT's simulator.  If you are planning on running competitive simulations among products using Randomized First Choice, Share of Preference, or First choice methods, I would not use the calibrated to purchase intent utilities.  They will be too flat.
answered Jul 27, 2018 by Bryan Orme Platinum Sawtooth Software, Inc. (174,440 points)
Dear Bryan,

Thank you very much for the quick response, it was very helpful..

Can we use the calibrating utilities for sensitivity model with the Base-case to calculate Purchase Likelihood or their score will be to flat?
Calibrated Utilities to supplementary "Purchase Intent" questions will put the utilities on a scale that is predictive of respondents' declared purchase intent.  You may run sensitivity analysis in SMRT using the Purchase Likelihood model and this sensitivity analysis will indeed report for you the predicted stated purchase likelihood for changes to the base case.