The Advanced MaxDiff test is a great way to compare many alternatives without overwhelming respondents by asking them to read and consider all items at once. It takes a list of your items to be compared, and shows them in a balanced order to each respondent 4 at a time.
The method is focused on collecting general aggregate information, without the intention to obtain individual-level estimates. In typical settings respondents would see 3-5 screens.
The core analysis of respondents' preferences is performed by Maximum Likelihood Multinomial Logit model.
The statistics page has three display modes:
- Raw coefficients mode - aggregation of zero-minimized raw Logit coefficients. Score of 0 means the item was least preferred compared to all other items. The larger the score, the more preferable the item was.
- Average probabilities mode - aka Probability of Choice - probability of this item being selected in an exercise with two items, the second item being an average item.
- Max Diff Scale % mode - is the average probabilities mode scaled down so that sum of probabilities equals 100%.
- Raw coefficients export: zero-centered Logit coefficients for each respondent
- Raw data Export: data on what each respondent saw, and what decision was made on each task