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Create a MaxDiff question

Lisa Wong
Updated

Present participants with a series of attribute sets, and ask them to select their most and least preferred attributes from each set.

Their selections are combined to calculate an overall ranking of attributes.

Use a MaxDiff question if you want to:

  • Collect more robust results than you would get from a scale question.

    Because MaxDiff questions ask participants to choose the best and worst options, there is no room for middling or ambiguous responses.

  • Ask participants to evaluate many attributes at once, without straight-lining their answers or experiencing decision fatigue.
Note: This feature is available at an additional cost. For more information, please contact your Customer Success Manager.

Example

Modern survey (mobile):

Classic survey (desktop):

Classic survey (mobile):

  1. From the Survey Builder Toolbox, under Advanced Questions, do one of the following:
    • Drag the MaxDiff question to the Table of Contents.
    • Click the MaxDiff question.
  2. In the Table of Contents, click the MaxDiff question.
    The Edit Pane appears.
  3. Optional: Edit the Question name.

    Question names:

    • Should be unique.
    • Can contain symbols and all alphanumeric characters.
    • Are not displayed to participants.
  4. In the Question text field, enter the question text.
    Note: The recommended character limit is 2500.
  5. Type the Response labels:
    Option Description
    Least preferred label Label displayed for the worst attribute.
    Most preferred label Label displayed for the best attribute.
    Attribute label (optional) Label displayed for all attributes.
  6. Type the Attributes.
    Each attribute can have 60 characters maximum. Typically, 10 to 30 attributes is recommended.
    Tip: If you have fewer than 10 attributes, use a Rank Order question instead. It's less fatiguing for participants and the results are still accurate.
    Note: You cannot add or delete attributes after the survey is distributed. However, you can still edit the attribute labels, and move the attributes up or down.
  7. Optional: Move an attribute by doing one of the following:
    • Grab the answer using the Drag handle on the left side of the answer text, and move it up or down.
    • Click Options and select Move up or Move down.
  8. Optional: Delete an attribute by clicking More > Remove.
  9. Select an attributes per set / sets option.
    Note: You cannot change this option after the survey is distributed.
    For more information about this setting, see How the MaxDiff experimental design works.
  10. Once you have authored your question, you can also:
  11. Optional: To preview the question in desktop or mobile view, in the Edit Pane, click Preview.
    A preview of your survey appears, starting with the selected question.
    Note: Preview in mobile view simulates the mobile experience. For best results, preview your question on a mobile device.
Tip: Before you distribute your survey, check how many completed responses you'll need in order to generate the MaxDiff analysis in modern reporting. This will help you plan and size your distribution.
  1. Go to modern reporting and create a new modern report.
  2. Ensure the filter is set to include live data.
  3. Scroll to the MaxDiff tile and click MaxDiff Analysis inside the tile.

    The MaxDiff Analysis tab displays a "Not Enough Responses" message that indicates how many completed live responses you need.

Parent topic: MaxDiff analysis
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