1.
Select Help > Sample Data Library and open Design Experiment/Candy Profiles.jmp.
2.
Select DOE > Consumer Studies > MaxDiff Design.
3.
From the Select Columns list, select Candy and click X, Factor.
4.
Set the Number of Profiles per Choice Set to 4.
Set the Number of Choice Sets to 7.
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.
6.
(Optional) Click the MaxDiff Study red triangle and select Set Random Seed. Type 12345 and click OK.
7.
Click Make Design.
8.
Click Make Table.
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.
1.
Select Help > Sample Data Library and open Design Experiment/Candy Survey.jmp.
2.
Select Analyze > Consumer Research > MaxDiff.
3.
Click Select Data Table, select Candy Survey, and click OK.
Select Choice and click Response Indicator.
Select Subject and click Subject ID.
Select Choice Set and click Choice Set ID.
Select Candy and click Add in the Construct Profile Effects panel.
Figure 18.3 Completed MaxDiff Analysis Launch Window
5.
Click Run Model.
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.
6.
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.

Help created on 7/12/2018