Best/worst scaling or MaxDiff scales

When you use best/worst scaling or MaxDiff scaling (Maximum differential), you present the respondent with a number of options. Then you ask him or her to indicate which one in his/her opinion is the most important (or the best), and which on is the least important (or the worst).

Example of MaxDiff scaling

Compared to other rating scales, best/worst scaling pushes people to make a clear-cut choice between a number of options. Instead of asking people to choose the best out of one pair and then move on to the next pair and the next until you've got a definite choice, this kind of scaling allows the respondents to choose directly from a whole set, which makes it easier to use and to take a decision. Another benefit from MaxDiff scaling is that there are no numbers involved, people just have to indicate the best and the worst choice in their opinions.

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