MaxDiff Analysis Question
MaxDiff (Maximum Difference Scaling) is a powerful survey technique that is widely used to measure consumer preferences and priorities. It presents participants with a series of choices and asks them to indicate their most preferred and least preferred options. View a MaxDiff Analysis example.
Creating a MaxDiff Question
1. Choose MaxDiff to add the question to your survey.
2. Enter the question.
3. Click on MaxDiff Setting to customize the following:
- Attributes: The features or options that need to be compared, such as different tastes or brands.
- Labels: The descriptions of the best and worst label. The default labels are "Most important" and "Least important".
- Number of attributes per task: The number of attributes displayed per question. It is recommended to use 3-5 attributes for each task to obtain more accurate results.
- Number of tasks: This is calculated by the following formula: Number of times to display each attribute (default range: 3-5 times ) x Total attributes / Number of attributes per task. The recommended range for the number of tasks will be displayed based on the other information you've entered. For example, the range 6-10 is calculated as follows: (3 x 8) / 4 = 6 and (5 x 8) / 4 = 10.
4. (Optional) Adjust any additional settings for questions.
Making Survey Questions Required/Optional
5. Click Finish.
Analyzing the Data
The MaxDiff results are presented using charts and tables to visualize the data. The following statistical analysis is provided for each attribute:
- Preference %: The percentage of times an attribute was selected as the "best" option in a task. A higher preference percentage indicates a more preferred attribute.
- Probability %: The likelihood that an attribute will be selected as the "best" option in a task. Probability scores range from 0 to 1, with higher scores indicating a higher likelihood of being chosen as the best option.
- P-Value: A p-value less than 0.05 is typically considered to be statistically significant.
- Most Important / Least Important: The number of times an attribute was selected as the most important or least important.
- Frequency: The number of times an attribute was displayed.
- Score: (# of Selected Times for "Best" Label - # of Selected Times for "Worst" Label) / Frequency. A higher score indicates a more important attribute for the respondents.
