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MaxDiff Analysis
SM
How MaxDiff can lead to better business decisions
Qualtrics Professional Services
7 years, 100s of projects
Google, Nike, JetBlue, PGA
image!
Craig Lutz
Types of Advanced Experimental Design
CONJOINT MAXDIFF TURF
MaxDiff
Most Least
What is the MaxDiff Analysis?
o Understanding the rank order of a set of items o Select the Most & Least for a list of items o Best-Worst Scaling
Why MaxDiff Analysis?
o Humans are good at polars o Not as good at middle-ground o Very easy for respondents o Not as many moving parts as conjoint o No scale bias
When MaxDiff Analysis?
o List of items to understand o All attributes are on the same plane o No nested hierarchy
MaxDiff Analysis Process
o Select items to be tested o Design of how items will displayed together o Survey respondents and ask Most/Least o Analyze data set o Prepare reports
MaxDiff Example
MaxDiff Example
MaxDiff Results
How Do I Do It?
o Qualtrics OOB: MaxDiff question type o Qualtrics Professional Services: Can run projects from start to finish
o Qualtrics the engine behind it all
Qualtrics platform can power any of these advanced designs:
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