MaxDiff Scaling

Measuring Importance

Effectively

What is MaxDiff Scaling?

MaxDiff (Maximum Difference) Scaling, alsoknown as Best/Worst Scaling, is a researchmethodology that results in interval scalemeasurements that are based oncomparative judgements.

MaxDiff Scaling is a very effective method of establishing the relativepriority attached by an audience to a set of items. This even works wellfor a large set of up to 30 items.

Using MaxDiff Scaling in surveys allows you to conclude what the mostand least preferred items are. It is also easier for respondents to answerthan a typical Conjoint question and is highly preferred over basic ratingscales when you need to collect a lot of preference data.

The task presents respondentswith a set of items, usually 3 to 6,and asks them to select the mostpreferred and least preferred in

the set (or the most/leastimportant, best/worst item, etc).

Why do I need MaxDiff Scaling?

MaxDiff Scaling is a great way of establishing the relative priority attachedby an audience to a large set of items. These items could be:

Features or benefits of a serviceInterests and activitiesProducts or services usedPotential marketing messages for a new productAreas for potential investment of resources

With our program you can create MaxDiff questions that are easy tounderstand and have much less respondent fatigue, resulting inbetter quality data. In fact, survey fatigue is so low that you can evenrun up to 15-20 MaxDiff questions if needed. Why? Because you areonly asking for most/least or love/hate combos.

Since respondents make choices rather than expressing strength ofpreference using some numeric scale, there is no opportunity forscale use bias.

How do I conduct MaxDiff Scaling?

Adding a MaxDiff question to your survey is as simple as selecting thequestion type for "Conjoint - MaxDiff" and adding the attributes thatyou desire. Enable Validation to require a response or click RandomizeAnswer Options to change the order options appear. You can even addimages to make the question more rich and engaging.

about usSurvey AnalyticsWe help companies listen.

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At Survey Analytics, surveys are just a small piece of the puzzle. We helpcompanies listen through our suite of powerful and interconnected DIYresearch tools. Our platform gives you the actionable reports you need toengage with your audience. With real-time analytics and customizabledashboards, you can see the information that you need to make the rightdecisions.

Aside from surveys, we offer high quality panel and community buildingsoftware as well as a variety of tools for developers such as API calls toSalesforce and a mobile survey SDK. Our platform adheres to the highestlevels of security to protect your valuable information. We support 44languages and are currently helping clients in 15 countries and 30 differentindustries.

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