A conjoint analysis was carried out for each respondent (using
CONJOINT of SPSS).1 It computes the part-worth utilities of the levels
of the attributes and the relative importance of each attribute (i.e., the ratio
of the utility range of the considered attribute and the total sum of the utility ranges of all attributes).
A summary for the whole sample was obtained by
averaging the part-worth utilities and relative importance of the attributes
over all the respondents. In Table 3, we show the average relative importance
of the attributes and the part-worth utilities. The Pearson correlation
and Kendall rank correlation coefficients between the estimated and
observed preferences give an indication of the fit of the analysis.