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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Figure 18.2 Design for Candy Preference Survey
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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Figure 18.3 Completed MaxDiff Analysis Launch Window
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Click Run Model.
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Figure 18.4 MaxDiff Report
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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Figure 18.5 All Levels Comparison Report for Candy Types
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.