Maximum difference scaling | Max-Diff

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.

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1. Once you are in the Survey » Edit » Workspace » Add question » Advanced
2. Click on Max-Diff under conjoint models

3. Enter the Question Text and the Row Choices (Answer Options) using inline editing. You can add option using add Row or Edit answers in bulk
4. Enter Label for Least Preferred and Most Preferred. When updating the labels please be cautious not to change the default order of the labels as this will impact the analytical output. By default the left preferrence should always be negative and the right preference should always be positive only.

5. You can select image for the Answer Options. Image can be uploaded with Rich tex editor option or add image option.

To add an image, click on Add Image option in the answer option setting. To resize the added image, go to settings of MaxDiff question and select option under Image Size. Default image size is set to "Auto-size to window". User can custom the size of an image with a restriction upto maximum 500 px in width and height. User can select small, medium or large image size.

Yes, click here to know more about additional settings available with Max-Diff question setup.

MaxDiff is supported on the offline app. Limited to single step ONLY

Discrete Choice and Pricing Models