Hi,
I was wondering whether it would make sense to correlate part-worth utilities and/or importance scores to some other variable of interest (e.g age). For example: if I calculate the correlation between part-worth values of the color of a product and age I may find a positive correlation for age and blue and a negative for age and red. But do part worth utilities (the data type) allow for such a calculated to be meaningfully interpreted?
Many thanks in advance!