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Modeling and Multivariate Methods - SAS

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Chapter 16 Performing Choice <strong>Modeling</strong> 413<br />

Launch the Choice Platform <strong>and</strong> Select Data Sets<br />

• Click on the red-triangle menu of the Prediction Profiler <strong>and</strong> select Desirability Functions. A new row<br />

is added to the Prediction Profiler, displaying overall desirability traces <strong>and</strong> measures. Utility <strong>and</strong><br />

Desirability Functions are shown together in Figure 16.12.<br />

Figure 16.12 Utility <strong>and</strong> Desirability Functions<br />

• From the red-triangle menu of the Prediction Profiler, select Maximize for each Grid Point. A<br />

Remembered Settings table containing the grid settings with the maximum utility <strong>and</strong> desirability<br />

functions, <strong>and</strong> a table of differences between grids is displayed. See Figure 16.13. As illustrated, this<br />

feature can be a very quick <strong>and</strong> useful tool for selecting the most desirable attribute combinations for a<br />

factor.<br />

Figure 16.13 Utility <strong>and</strong> Desirability Settings<br />

The grid setting for females shows that the greatest utility <strong>and</strong> desirability values are obtained when the<br />

pizza attributes are thin crust, mozzarella cheese, <strong>and</strong> no topping. For males, the grid setting shows that the<br />

highest utility <strong>and</strong> desirability values are obtained when the pizza attributes are thick crust, mozzarella<br />

cheese, <strong>and</strong> pepperoni topping.

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