MaxDiff Scaling: More Quantifiable Data and Less Respondent Fatigue

MAXDIFF SCALINGGet More Quantifiable Data and Less Respondent Fatigue

Friday, October 18, 13

MAXDIFF SCALING

MaxDiff Scaling is based on comparative judgments that can be easily performed, even when the number of attributes is not small (up to 30).

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.

MAXDIFF SCALING

MaxDiff Scaling is based on comparative judgments that can be easily performed, even when the number of attributes is not small (up to 30).

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.

MAXDIFF SCALING (CONTINUED)

MaxDiff Scaling is Also Known as Best/Worst Scaling

Respondents can typically handle a number of these evaluations, and may be asked to respond to a series of MaxDiff questions to gather more preference data.

*Cool New Stuff*MAXDIFF VS. RATING SCALES

MaxDiff has less much less respondent fatigue compared to rating scale questions.

Survey fatigue is so low that you can run even up to 15-20 different MaxDiff questions if needed.

Why? because you are only asking for Most/Least or Love/Hate combos.

*Cool New Stuff*MAXDIFF VS. RATING SCALES

MaxDiff has less much less respondent fatigue compared to rating scale questions.

Survey fatigue is so low that you can run even up to 15-20 different MaxDiff questions if needed.

Why? because you are only asking for Most/Least or Love/Hate combos.

*Cool New Stuff*MAXDIFF VS. RATING SCALES (CONTINUED)

The MaxDiff Share of Preference Data is up to100%, or a 100 point count.

If there is a 68% preference to Hawaiian vacation vs. 48% Vegas vacations then you can conclude there is a 20% difference in preference between the two vacations.

*Cool New Stuff*MAXDIFF VS. RATING SCALES (CONTINUED)

In rating scales, it’s hard to measure what a 4/5 vs. 2/5 scale really means. Sure you can say a 2 point difference, but what does that 2 point equate to?

Rating scales are more difficult to quantify than MaxDiff data output

*Cool New Stuff*SETTING MAXDIFF ATTRIBUTES

Attribute Settings:

Maximum Attributes: Define how many attributes out of the list you created that will be tested for each respondent.

Example:

All = All attributes tested6/9 = Respondent will only see 6 out of list of 9

Attribute Settings:

Example:

Attribute Settings:

Example:

Attribute Settings:

Example:

Attribute Settings:

Example:

Attribute Settings:

Example:

Attribute Settings:

Example:

Attribute Settings:

Example:

*Cool New Stuff*SETTING MAXDIFF ATTRIBUTES (CONTINUED)

Attributes per task:

How many of the attributes you will see on each page.

Example:

3 Attributes per Task + All from the list = 3 cycles

*Cool New Stuff*SETTING MAXDIFF ATTRIBUTES (CONTINUED)

Attributes per task:

How many of the attributes you will see on each page.

Example:

3 Attributes per Task + All from the list = 3 cycles

*Cool New Stuff*USING IMAGES

Using images for MaxDiff is Supported Too!

*Cool New Stuff*ANALYZING MAXDIFF

Preference Analysis Overview:

MaxDiff data output is usually represented either in a 100 point system or in percentage calculation that must add up to 100%.

Survey Analytics uses the percentage calculation mode.

*Cool New Stuff*ANALYZING MAXDIFF (CONTINUED)

Breakdown is Most or Least Preferred:

Each end of the spectrum is calculated separately in most and least preferred table.

Breakdown is Most or Least Preferred:

Each end of the spectrum is calculated separately in most and least preferred table.

Overall Percentage Pie Chart:

Gives the overall preference calculation

Overall Percentage Pie Chart:

Gives the overall preference calculation

If you are not using Survey Analytics and would like to learn more or be setup with a free evaluation license, please contact us.

1(800) 326-5570www.surveyanalytics.com/contact

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MaxDiff Scaling: More Quantifiable Data and Less Respondent Fatigue

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