Utilities plots are the oldest data visualization developed for conjoint analysis. They first appeared in the work of early leading light Paul Green, who referred to them as plots of part-worth. The plot has a number of nice features. First, it allows us to easily see the relative importance of the different attributes, which is defined as the difference between the utility of the highest and lowest levels of each attribute. Second, it makes it easy to see the relative appeal of different attribute levels. For more reading on them see our blog post here. This article describes how to go from a choice model output created in Displayr:
To a utilities plot based on the choice model attribute utilities:
- A document containing one or more choice model outputs created in Displayr.
1. From the toolbar menu, select Anything > Advanced Analysis > Choice Modeling > Utilities Plot.
2. From the object inspector on the right, select the choice model output that you want to use as Input to the utilities plot.
3. [Optional]: Select a filter or weight variable from the Filter(s) and Weight drop-down box to filter the utilities plot output.
5. [Optional]: Enter a comma separated list of attributes that you want to exclude from the plot, if any.
6. [Optional]: Select the desired option from the Scaling drop-down box. Default setting is "As is".
7. [Optional]: Select the Attributes order (As is, Increasing or Decreasing).
8. [Optional]: Select the Levels order (As is, Reverse, Increasing, Decreasing).
9. [Optional]: Provide a comma-separated list of any Attributes to exclude from ordering.