To analyze a choice based conjoint (discrete choice) experiment I've used the phreg procedure as explained by Warren Kuhfeld in his book "Marketing Research in SAS". One of our partners in a recent study used hierachical Bayes regression and sent us a dataset with individual part-worth utilities. The dataset showed us that there was one level of an attribute that was 'loved' by half of the respondents but the other half 'hated' the level. From the results I get from phreg I conclude that the parth-worth utility for this level is very low, which is actually a wrong conclusion given the individual part-worth utilities. With the bchoice procedure I was able to estimate the part-worth utilities with hierarchical Bayes regression. The results are similar to the phreg procedure, but I did not found a way to generate individual part-worth utilities. Is there a way to generate individual part-worth utilities with SAS?
... View more