ANALYTICS
Anyone who has ever carried out a survey in which they ask respondents to rate the importance of various aspects of a product or service invariably finds that most people say everything is very important. What this disguises is that while respondents say everything is very important, in reality some things are more important to them than others.
One way of addressing this is use correlation analysis which is discussed elsewhere. Maximum Difference scaling is another approach pioneered by Louviere. The approach rests on a well established technique called the Method of Paired Comparisons. In simple terms Maximum Difference Scaling is this technique extended to multiple items.
One of the advantages of the technique is that respondents find it easy to complete the tasks. An example of which is shown below.
How important are the following attributes when choosing a broadband supplier. Of the four below which is the most important and which the least important?
|
Speed of connection |
Reliability of connection |
Usage Caps |
Brand |
Most Important |
x |
|
|
|
Least Important |
|
|
x |
|
