Example of a MaxDiff Design
You are the purchaser for your company’s office supplies and you need to buy candy for a holiday party. First, you want to determine which candy types people prefer. To figure this out, you conduct a MaxDiff study.
You ask five randomly chosen associates to rate seven types of candies. Based on your experience with previous studies, you realize that it is difficult for raters to rank seven types of items in order of preference. Instead, you create a design that consists of choice sets of size four. To keep the study manageable, you structure the survey as a MaxDiff study: you ask each associate to specify his or her most preferred and least preferred candy in each of the seven choice sets. (These selections result ...
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