Hi everyone,
in the statistical testing chapter of the book (Getting started with conjoint analysis) it says:
"For comparing groups of people on the part-worth utilities, the f-test Is commonly used. For comparing levels within attributes, we recommend matched sample t-tests."
Why exactly is that the case? F-tests compare the differences in variances while t-tests compare the differences in the mean. So don't they measure different things?
Kind regards
Max