I am considering doing a CBC study that will contain 5 attributes - 2 of which I would like to estimate (in LightHouse Studio's HB analysis) as 1 linear utility per attribute (instead of part worth utilities for each attribute level).
The 2 attributes will be something like:
1. Price (4 levels: $24,000, $27,000, $30,000, $33,000)
2. Warranty (3 levels: 1 year, 3 years, 5 years)
My questions are:
(1) I would like to show relative attribute level preference (that is, zero centered diffs) for each tested level of Price and Warranty - as would be obtained from HB analysis if Price and Warranty were estimated as part worth utilities. Since I am estimating Price and Warranty as linear utilities, zero centered diff results only contain 1 column for Price and 1 column for Warranty (instead of separate columns for each attribute level). Is it common/acceptable to run HB analysis 2 different ways for reporting - once with Price and Warranty as part worths to obtain zero centered diffs for each attribute level (to use for level preference reporting) and once as linear (to obtain raw utilities to use in preference share simulations/reporting)?
(2) When using an exponent in an Excel simulator - at the respondent level, you multiply the raw part worth utilities for each attribute level by the exponent and then proceed with preference share computations as usual. How do you apply the exponent with linear utility estimation since you do not have part worth utilities (for example, do you multiply the 1 linear coefficient for the attribute by the exponent before proceeding with preference share computations)?