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.
Survey Analytics Max Diff AnalysisMaxDiff analysis can be used in new product features research or or even market segmentation research to get accurate orderings of the most important product features, Survey Analytics help's you discriminate among feature strengths better than derived importance methodologies. Like other trade-off analyses, the analysis derives utilities for each of the most important product features which can be used to derive optimal products, using market segmentation to put respondents into groups with similar preference structures, or to prioritize strategic product goals. You can have your respondents perform Forced-choice nature of the tasks, where in Survey Analytics MaxDiff can disentangle the relative feature importance in cases where average Likert-style ratings might all have very similar ratings.
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Max Diff Analysis - In Practice
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