Maxdiff scaling, or best/worst scaling, is a method for gathering preference data efficiently by asking respondents to select their most and least preferred items from a set, which reduces respondent fatigue. It allows for the comparison of up to 30 attributes, with data output easily quantified using a 100-point system or percentage calculations, making it preferable to traditional rating scales. The methodology supports using images and allows adjustment of attributes presented to respondents to further enhance the evaluation process.

1. MAXDIFF SCALING
Get More Quantifiable Data and Less Respondent Fatigue
Friday, October 18, 13

2. 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

3. 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

4. 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

5. *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

6. *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

7. *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

8. *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

9. *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

10. *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

11. *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

12. *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

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

14. *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

15. *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

16. *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

17. *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

18. *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

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

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

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

22. *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

23. *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

24. *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

25. *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

26. *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

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

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

29. 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