Two MaxDiff Studies Awarded to Taylor
Posted: May 7, 2010
The Taylor Group in the past week has been awarded two new quantitative studies that will utilize MaxDiff methodologies.
The projects, in the communications and media industries, are Taylor’s latest to involve MaxDiff, a statistical method that has become increasingly popular over the past several years.
Utilizing MaxDiff, survey respondents are shown a set of items and asked to indicate their favorite and least-favorite item on the list. The technique, which offers an efficient approach for promotion and messaging studies, can be more engaging for respondents and yields conjoint-like utility scores, which provide greater discrimination between items and respondents than standard “interest” scales.
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