﻿ Accumulate Paper and Pencil

# Accumulate Paper and Pencil

For MaxDiff and CVA studies, you need to specify how the respondent answers are recorded.

MaxDiff Exercises

With MaxDiff studies, respondents typically select a best and a worst item for each question.  You can format the respondent answers in two ways.

For the examples below, consider a MaxDiff questionnaire where the respondent saw four items in the first MaxDiff task (item numbers 13, 18, 11, and 24), and selected the third item (11) as best and the second item (18) as worst.

Answers are alternatives: Alternatives mean the position number in the questionnaire.  The respondent picked the third position as best and the second position as worst.

The layout is:

Column 1:  Respondent#

Column 2:  Version#

Column 3:  Best Response MaxDiff Question #1: 3

Column 4:  Worst Response MaxDiff Question #1: 2

Answers are item numbers: The respondent picked item 11 as best and item 18 as worst.

The layout is:

Column 1:  Respondent#

Column 2:  Version#

Column 3:  Best Response MaxDiff Question #1: 11

Column 4:  Worst Response MaxDiff Question #1: 18

CVA Exercises

With CVA studies, respondents can either provide a rating (such as 0-100 or 1-9 for each question/card) or respondents can be asked to sort all cards (single card presentation format) from best to worst.  It's most common to have each respondent rate each conjoint question (Answers are ratings/rankings).

For each of the examples below, let's assume the respondent received 12 total CVA questions.

Answers are ratings/rankings: The most common layout.  The columns in the data layout represent CVA questions (conjoint cards or pairs), and the values entered represent the rating or ranking that each respondent recorded for each question.

The layout is:

Column 1:  Respondent#

Column 2:  Version#

Column 3:  Rating or Ranking applied to CVA question/card #1

Column 4:  Rating or Ranking applied to CVA question/card #2, etc.

Answers are card numbers: If you asked respondents to rank all cards from best to worst (card-sort exercise), you could choose to input the data as the card numbers in order from best to worst.

The layout is:

Column 1:  Respondent#

Column 2:  Version#

Column 3:  Card# in first place ranking

Column 4:  Card# in second place ranking, etc.