This QScript Choice Modeling - Analyze with Experiment Question (Legacy) - Save Variable(s) - Attribute Importance computes the importance of the attributes in a choice experiment using individual-level parameter means. Firstly, scaled utilities are computed (see Choice Modeling - Analyze with Experiment Question (Legacy) - Save Variable(s) - Utilities (Min 0, Max 100)). This means that for each individual (or respondent), the utilities within each attribute have the smallest value subtracted so that the smallest utility for each attribute becomes zero, and the values are then scaled so that the largest value across all attribute levels is 100. The importance score for each individual is then the maximum scaled utility value within each attribute.
Example
This example uses the Choice-based Conjoint experiment shown in the example project Eggs.Q. The table shows a SUMMARY of the Importance scores for the attributes. The levels specified for the Price attribute were 1, 2, 3, 4, 5 (see below for more details).
Technical details
Input data
This QScript uses data from individual-level parameter means from a choice modeling experiment. The variables should be combined into a Number - Multi question that has the string Individual-Level Parameter Means in the name. The individual-level parameters question can be generated in Q from a segmentation of an experiment question (by right-clicking a node of the tree and selecting Save Individual-Level Parameter Means and Standard Deviations).
Alternatively, the individual-level parameter means can be computed externally and imported into Q as part of a larger data set. In this case:
- There should be one variable for each attribute level.
- Each variable should have a Label in the form: <Attribute Name>: <Level Label>
- The variables should be combined as a Number - Multi question.
- The text Individual-Level Parameter Means should be included in the question name.
Numeric attributes
Numeric attributes, for example, Price, will be treated as categorical attributes for the purpose of this calculation. When numeric attributes are present the QScript will prompt you to specify the levels that you want to display. You should enter two or more numbers separated by commas. For example, if your attribute is Price and you want to display levels corresponding to $1, $1.50, and $2, you should enter 1, 1.5, 2 into the prompt.
Outputs
A new Number - Multi question is generated in the project, and a table is added to the report to show the average of the computed values.
How to apply this QScript
- Start typing the name of the QScript into the Search features and data box in the top right of the Q window.
- Click on the QScript when it appears in the QScripts and Rules section of the search results.
OR
- Select Automate > Browse Online Library > Choice Modeling - Analyze with Experiment Question (Legacy) - Save Variable(s) - Attribute Importance.
- Select this QScript from the list.
Customizing the QScript
This QScript is written in JavaScript and can be customized by copying and modifying the JavaScript.
Customizing QScripts in Q4.11 and more recent versions
- Start typing the name of the QScript into the Search features and data box in the top right of the Q window.
- Hover your mouse over the QScript when it appears in the QScripts and Rules section of the search results.
- Press Edit a Copy (bottom-left corner of the preview).
- Modify the JavaScript (see QScripts for more details on this).
- Either:
- Run the QScript, by pressing the blue triangle button.
- Save the QScript and run it at a later time, using Automate > Run QScript (Macro) from File.
Customizing QScripts in older versions
Next
QScript Examples Library for other examples.
Online JavaScript Libraries for the libraries of functions that can be used when writing QScripts.
QScript Reference for information about how QScript can manipulate the different elements of a project.
JavaScript for information about the JavaScript programming language.
Table JavaScript and Plot JavaScript for tools for using JavaScript to modify the appearance of tables and charts.
Choice Modeling - Analyze with Experiment Question (Legacy) - Save Variable(s) - Utilities