The Basic Conjoint Analysis Model Expressing the Fundamental Relationship Between

Multiple Choice

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: What does α_ij represent?
U(X) =
M
Σ
I=1
Ki
_Σ ^αij^Xij j=1

A) 1 if the jth level of the ith attribute is present, or 0 otherwise
B) the part- worth contribution or utility associated with jth level (j, j=1, 2, ...k_i) of the ith attribute (i, i=1, 2,...m)
C) number of attributes
D) number of levels of attribute i