The Basic Conjoint Analysis Model Expressing the Fundamental Relationship Between $$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$

question 33

Multiple Choice

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below:
$$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$
What does ?ij represent?

• A) 1 if the jth level of the ith attribute is present,or 0 otherwise.
• B) the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m)
• C) number of levels of attribute i
• D) number of attributes

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