Sawtooth software maxdiff

Consulting: analytics sawtoothsoftware. Sales: sales sawtoothsoftware. MaxDiff Analyzer Tour. MaxDiff Analyzer. You might also like Want help with your first conjoint study? After placing your order, the eBook will be delivered via email within one business day. Support: support sawtoothsoftware. Consulting: analytics sawtoothsoftware. Sales: sales sawtoothsoftware. A 5-point scale could also be used, where items rated either top box or top-two box could signal that these exceed the importance threshold boundary, etc.

The direct method is quite flexible. To use it, you simply add the type of rating or sorting task you wish anywhere within your Lighthouse survey, referencing the same list of items you are using in your MaxDiff exercise. Later, during score estimation under the Analysis menu , you indicate that you wish to use the Direct Binary Anchoring method and then specify the logic that references the scaling questions and communicates which value s on the scale indicate that each item exceeds the anchor threshold.

The direct method works well in practice. Evidence has been presented at the Sawtooth Software Conference that the direct method tends to lead to more items being scaled below the anchor threshold than the indirect method. In other words, the direct method leads to more items being judged as "Not Important" or a "No buy" compared to the indirect method described directly above.

Context bias can become a potential problem with the direct method. If the number of items grows to the point that the researcher wishes to show the items across multiple screens, then the context of the other items on the screen can affect the absolute judgments given. Note: if you want to use the direct method and have each respondent rate only a subset of the items within the direct scaling questions, you should select a variety of items ranging from low utility to high utility for each respondent.

One way to do that is by asking Lighthouse Studio to compute MaxDiff scores on-the-fly and by using the available Sawtooth Script functions for MaxDiff to build a constructed list of a subset of items based on the scores. For example, if 30 total items are in your study, you might use this procedure to have respondents rate in a grid question just seven of the items: those with on-the-fly rankings of 1, 5, 10, 15, 20, 25, and Consider a MaxDiff exercise named MXD with 30 total items in predefined list MXDattributes where each item was shown at least 2x or more to each respondent.

Here is an example of the logic for building a constructed list containing the 1st, 5th, 10th, 15th, 25th, and 30th ranked estimated using on-the-fly scoring items for the individual:.

Probability Rescaling Method. The probability-scaled scores are developed as follows. Perform the following transformation on the raw results where the anchor is zero for each person or class for each item score for each respondent:. The interpretation of this transformation is that we're computing the likelihood that each item would be selected as best from a set including that item and other items of equal utility to the Anchor threshold where the set size is equal to that shown to respondents in the questionnaire.

One disadvantage of this scale is that each respondent does not receive equal weighting when computing population means.