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MaxDiff Scaling: More Quantifiable Data and Less Respondent Fatigue

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Information about MaxDiff Scaling: More Quantifiable Data and Less Respondent Fatigue
How-to & DIY

Published on October 18, 2013

Author: surveyanalytics

Source: slideshare.net

Description

This presentation outlines:

-MaxDiff Scaling
-The Difference Between MaxDiff and Rating Scales
-How to Setup MaxDiff in Survey Analytics
-Analyzing the Results

MaxDiff scaling (AKA Best/Worst Scaling) in surveys allows you to conclude what the most and least preferred items are. MaxDiff scaling is easier for respondents to answer and is highly preferred over basic rating scales when needing to collect a lot of preference data.

Alongside from being user friendly and visually appealing in your survey, you can ask 15-20 sequences of MaxDiff questions and they are simple for the respondent to answer.

MaxDiff preference data is measured on a scale of 100% or a 100 point scale making your data more quantifiable and easier to analyze.
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MAXDIFF SCALING Get 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. 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. Friday, October 18, 13

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. Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*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 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 tested 6/9 = Respondent will only see 6 out of list of 9 Friday, October 18, 13

*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 Friday, October 18, 13

*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 Friday, October 18, 13

*Cool New Stuff* USING IMAGES Friday, October 18, 13

*Cool New Stuff* USING IMAGES Using images for MaxDiff is Supported Too! Friday, October 18, 13

*Cool New Stuff* USING IMAGES Using images for MaxDiff is Supported Too! Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*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. Friday, October 18, 13

*Cool New Stuff* ANALYZING MAXDIFF (CONTINUED) Overall Percentage Pie Chart: Gives the overall preference calculation Friday, October 18, 13

*Cool New Stuff* ANALYZING MAXDIFF (CONTINUED) Overall Percentage Pie Chart: Gives the overall preference calculation Friday, October 18, 13

CONTACT US 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) 326-5570 www.surveyanalytics.com/contact Friday, October 18, 13

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