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MaxDiff / Maximum difference scaling
MaxDiff is a methodology developed by Jordan Louviere et al., that results in interval scale measurements that are based on comparative judgments that can be easily performed, even when the number of attributes is not small. The task presents respondents with a set of items, usually 3 to 6, and simply asks them to select the most preferred and the least preferred in the set (or the most important, least important; best item, worst item, etc. In fact the method is also referred to as Best/Worst scaling). Respondents can typically handle a number of these evaluations, and may be asked to respond to 15, 20, or more sets.
Maximum Difference Scaling is a very effective method of establishing the relative priority attached by an audience to a large set of items (up to 30). These items might be:
- Features or benefits of a service
- Areas for potential investment of resources
- Interests and activities
- Potential marketing messages for a new product
- Products or Services used
Traditionally, for a large number of items (more than 10) this might have been addressed via a rating scale. For example, we might ask on a numeric scale of 1..10 where 1 is not important at all and 10 is Extremely important, how important is each item? Each item's average score can then be presented for any subgroup.
How to add a MaxDiff type question?
- Click on the Add New Question Button. From the Add On Modules select the Conjoint (Max-Diff) option.
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- Enter the Question Text and the Row Choices (Answer Options) and click on the Save Question button.
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- The Question will display as follows:
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Where can I view Reports for MaxDiff Analysis
Go to:
- Login » Surveys » Analytics » Conjoint / Max Diff » MaxDiff Analysis
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License Restrictions
This feature/tool [Max Diff Scaling] is not available as part of any of our standard self-service licenses. It is part of our Enterprise Service License. Please contact your Account Manager for pricing and options for purchasing the Enterprise Service License.
Please Visit Survey Analytics to learn more about Enterprise Solutions
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