Use the MaxDiff platform to analyze respondent preferences presented in two different data formats. The preferences are gathered from a MaxDiff study, where thirty respondents compared seven flavors of potato chips. Each choice set consisted of three profiles (potato chip flavors). For each choice set, a respondent’s favorite choice was recorded as 1 and his or her least favorite choice was recorded as -1. Intermediate choices were recorded as 0.
The MaxDiff platform can analyze data that is presented in a one-table format or in a multiple-table format.
• In an one table format, information about responses, choice sets, and subjects is contained in a single data table. Example of a One Table Format shows how to analyze a subset of the available data in a one-table format. Note that you could add additional profile and subject data to the single table for a more complete analysis.
• In a multiple table format, information about responses, choice sets, and subjects is saved in different data tables. Example of a Multiple Table Format shows how to bring together information from different tables into one MaxDiff analysis.