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You are here: Home > Our Services > Analysis and Recommendations > MaxDiff
Do you measure consumer preference or importance for brands,
concepts, or attributes?
If so, MRSI can help you determine
what attributes or items are most important or most
preferred among consumers with more clarity and ease
of use than traditional ratings using Maximum Difference
Scaling (MaxDiff).
How does MaxDiff work?
MRSI uses the MaxDiff technique to
generate importance or preference scores for multiple
items such as brands, concepts, or attributes. Respondents
are shown various subsets of items and asked which is
most and least important. 
Each respondent completes 10-15 groups
of questions where each group contains a different subset
of items. Combinations of attributes or items are designed
so each item and each pair is shown an equal number
of times. Also, each item is presented in each
position (1, 2, 3, etc.) an equal number of times. Typically,
MaxDiff estimates importance scores for approximately
15-40 items, although more could be accommodated if
necessary. 
Why MaxDiff?
Research shows MaxDiff scores provide greater discrimination
among items and between respondents on items than standard
rating scales, and results also parallel traditional
research methods.
MaxDiff is similar to conjoint analysis,
but it is:
- Applicable
to a wider range of research situations
- Easier
for both researchers and respondents
Plus, the clarity of your results is
better using MaxDiff since the technique more clearly
identifies most and least important items. Not to mention,
this “best-worst” task is not only easier for respondents,
but it also eliminates scale bias, making MaxDiff ideal
for multicultural
research and segmentation
research.
MaxDiff’s powerful design capabilities
can also be applied in developing sequential monadic
designs for concept rotation. Designs can effectively
be created for virtually any number of items while simultaneously
balancing sample size by concept, concept pairs, and
order of concept exposure.
Why MRSI?
Our in-house
team of experienced analysts has expertise not
only in a full range of statistical techniques such
as MaxDiff, but also in describing marketing research
findings in a concise, easy-to-understand format. With
experience in both client and supplier environments,
MRSI’s
analysts focus on reporting business implications, not
just presenting data.
If you're new to MRSI, consider this:
Since 1973, we delivered on our promises. That fact
is best reflected in our clients' loyalty, with long-term
partnerships dating back to our founding and referrals
from satisfied clients generating the majority of our
new business.
Find out More about MRSI and MaxDiff
To find out how MRSI can put the MaxDiff technique to use for better
results in your marketing research projects, contact us at 513-579-1555 or use one of our online forms to
quickly request
additional information or to request
a proposal today!
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and Development by Matschca
Design, Inc.
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Copyright 2003 Marketing Research Services, Inc.
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