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Item Scaling

As researchers, we’re constantly being asked to measure things, such as brand preference, the importance of product features, the benefits of a variety of job-related benefits, the impact of product packaging, etc. Sawtooth Software has developed a powerful system for scaling such items, called MaxDiff (Maximum Difference Scaling).

MaxDiff is a simple software tool and technique to use (easier than conjoint analysis). It creates questionnaires in which respondents trade off the different items you are studying. The end result is a set of scores that prioritize your list of items on a 0 to 100 scale. The reason MaxDiff is becoming so popular is that the scores are more discriminating and have greater validity than traditional rating scales.

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