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...