Suppose that we want to market a new golf ball. We know from experience that there are three important features of golf balls. Average Driving Distance, Average Ball Life , Price. Based on this information a conjoint analysis has been performed in which the preferences for these features were tested. The conjoint led to the following estimated attribute level utilities.

Calculate the attribute importance scores for each attribute. Which attribute is most important in determining choice?
 

Average Driving Distance 275 Yards 250 Yards 225 Yards Average Ball Life 54 Holes 36 Holes 18 Holes Price $1.25 $1.50 $1.75 Effects (or Utilities) 3 0 -3 2 -1 -1 3 -1 -2