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Chris Chapman

R, Quant UX, and Marketing Research author. Executive Director, Quant UX Association.

Oct 11, 2023

Easy MaxDiff in R

[Do you already know what MaxDiff is, and can you find your way around in R? You could skip to the end and find a big code block with everything you need.] MaxDiff is the combination of a survey method and statistical estimation process to determine ...

quantuxblog.com20 min read

#quantux #uxresearch #r #maxdiff

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Amelia

Nov 10, 2023

Hi Chris, this is great! Would love to see a post on doing an anchored MaxDiff in either R or Excel. I've used it to help address the issue of relative importance in a regular MaxDiff :)

I agree! Anchored MaxDiff is a great option to get at something beyond purely relative importance in MaxDiff.

OTOH, the primary implementation of Anchored MaxDiff relies on hierarchical Bayes estimation, and that is beyond the scope of something like the "easy" counts-based approach taken here. I'll think about it!

(This post is not a recommendation to do counts, but rather was intended to be a demonstration someone might use for learning, before jumping into a real MaxDiff implementation.)

Chris Chapman

R, Quant UX, and Marketing Research author. Executive Director, Quant UX Association.

Nov 11, 2023