Construct a table that lists the items or profiles for your choice sets. In this example, your table of items, Candy Profiles.jmp, is already constructed.
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Click OK.
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Note: Setting the Random Seed in step 6 reproduces the exact results shown in this example. In constructing a design on your own, this step is not necessary.
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(Optional) Click the MaxDiff Study red triangle and select Set Random Seed. Type 12345 and click OK.
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Click Make Design.
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Click Make Table.
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The design table contains a Choice column for recording preferences. For each choice set, record a 1 for the most preferred candy, a -1 for the least preferred, and a 0 for the other two candies.
You conduct the study and record your data in Candy Survey.jmp.
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The table shows the results of presenting the survey to each of five respondents, listed in the Subject column.
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Click Run Model.
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The report indicates that Candy is significant. The three candy types with the highest utilities are Plain M&Ms, Reese’s Cups, and Peanut M&Ms.
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Click the MaxDiff Model red triangle and select All Levels Comparison Report.
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The comparison report indicates which pairs of candy types differ significantly in terms of utility. The third entry in each cell is the p-value for the difference defined by the row item’s utility minus the column item’s utility. The intensity of the color for the p-value indicates how significant a difference is. The shading, blue or red, indicates whether the difference (row - column) is negative or positive. The p-values are not adjusted to control the multiple comparison error rate and should be used only as a guide. For details about the All Level Comparisons Report, see “MaxDiff” in the Consumer Research book.