Maximum difference scaling for a more refined insight in consumer preferences - an example from the automotive industry

Frank Berkers and Maureen Bannink

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.

Maximum difference scaling for a more refined insight in consumer preferences – an example from the automotive industry

Frank BerkersSKIM Software, Netherlands

Maureen BanninkSKIM Analytical, Netherlands

RESEARCH GOAL

In the past couple of years, maxdiff or best/worst scaling suddenly appeared in conferences and in magazines as the new and promising method. It is supposed to be better than classical ranking methods and is even proclaimed to be a 'poor man's conjoint', easy to use and interpret. However, can it live up to these promises, or is it actually just another method?

The aim of this research...

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