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...

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