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Maximum difference scaling for a more refined insight in consumer preferences

Date of publication: May 10, 2006

Catalogue: Innovate 2006

Company: SKIM

Authors: Maureen Bannik, Frank Berkers

Abstract:

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method? The authors applied the methods stated preference, ranking, choice based conjoint and maxdiff in one study in automotive industry to find (among other things) the most promising optional features to be sold with a new car. Confronting the methods and their results, the authors conclude it is a convincing alternative to classical ranking and stated preference.

Maureen Bannik

Author

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Frank Berkers

Author

This is a long description of some author details.

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Bannik and Berkers (2006a, May 10). Maximum difference scaling for a more refined insight in consumer preferences. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/towards-an-integrated-set-of-models-for-describing-consumer-preferences-and-for-supporting-marketing-decisions-for-beer-products