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maximum difference scaling technique

hi anyone knew abt dis latest technique.. i need help in this

Max/Diff Model

Yes, what do you need help with?

Are you running Sawtooth's application?

Comparative scales

Paired comparison: It is sometimes the case that marketing researchers wish to find out which are the most important factors in determining the demand for a product. Conversely they may wish to know which are the most important factors acting to prevent the widespread adoption of a product. Take, for example, the very poor farmer response to the first design of an animal-drawn mould board plough. A combination of exploratory research and shrewd observation suggested that the following factors played a role in the shaping of the attitudes of those farmers who feel negatively towards the design:

· Does not ridge
· Does not work for inter-cropping
· Far too expensive
· New technology too risky
· Too difficult to carry.

Suppose the organisation responsible wants to know which factors is foremost in the farmer's mind. It may well be the case that if those factors that are most important to the farmer than the others, being of a relatively minor nature, will cease to prevent widespread adoption. The alternatives are to abandon the product's re-development or to completely re-design it which is not only expensive and time-consuming, but may well be subject to a new set of objections.

The process of rank ordering the objections from most to least important is best approached through the questioning technique known as 'paired comparison'. Each of the objections is paired by the researcher so that with 5 factors, as in this example, there are 10 pairs-

In 'paired comparisons' every factor has to be paired with every other factor in turn. However, only one pair is ever put to the farmer at any one time.