So, you look at combined win percentage in conference games of conference opponents (ie, strength of conference schedule).
Texas Tech: ASU, Cincinnati, Arizona
5-3
BYU: KSU, @Baylor, Arizona
3-6
Iowa State: Houston, Baylor, WVU
3-6
Of course, this is early in conference play, so things will even out....although, BYU will have played 7 of the bottom 8 if you were to look at current conference opponents' win percentage.