February 2017
Intermediate to advanced
226 pages
5h 35m
English
Content preview from JMP 13 Consumer Research, Second Edition, 2nd Edition
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MaxDiff Modeling Platform Overview
MaxDiff, also known as best-worst scaling (BWS), is a choice-based measurement method. Rather than asking a respondent to report one favorite choice among several alternative profiles, MaxDiff asks a respondent to report both a best and a worst choice. The MaxDiff approach can provide more information about preferences than an approach where a respondent reports only a favorite choice. For background on MaxDiff studies, see Louviere et al. (2015). For background on choice modeling, see Louviere et al. (2015), Train (2009), and Rossi et al. (2006).
MaxDiff analysis uses the framework of random utility theory. A choice is assumed to have an underlying value, or utility, to respondents. The MaxDiff platform estimates ...
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