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Marketing Research 

Comparing Apples to Oranges 

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Published 3/15/2008 

Author: Lynd Bacon, Peter Lenk, Katya Seryakova, and Ellen Veccia 

Summary

MaxDiff scaling and discrete-choice conjoint methods measure subjects’ preference structures relevant to a common referent, thus removing a common scale origin for between-subject comparisons. Subject-level estimates of the partworths from discrete-choice and MaxDiff are not on  a common scale across subjects; they do not have the same scale “zero point.” This article describes augmenting choice-based tasks with ratings to recover the lost origin. The benefit is to extend the utility of discrete-choice methods to domains such as segmentation and targeting.

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