From the course: Market Research: Quantitative

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MaxDiff survey analysis for feature prioritization

MaxDiff survey analysis for feature prioritization

From the course: Market Research: Quantitative

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MaxDiff survey analysis for feature prioritization

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- [Instructor] I bet you've seen a survey question before that asks you to rank a set of features for a product. You might have even written a survey question like this. In a survey question like this, how many features do you think you can realistically ask about? Any guesses? The correct answer is five to seven answer choices. This limit is based on a research principle called Miller's Law, which suggests that people can only hold and process seven plus or minus two items in their working memory at one time. Any more than that and respondents can feel overwhelmed, which leads to inconsistent or unreliable results. Basically, they either drop off, answer questions randomly, or just answer one of the ranking questions in your set. That means a ranking question is not a reliable way to measure feature prioritization if you've got more than seven features to test. And that's why a technique called MaxDiff comes in. MaxDiff is short for maximum difference scaling, and it's a fancy way to…

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