Maximum difference scaling for a more refined insight in consumer preferences
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.
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