Not all scales in market research need be of the Likert, Semantic Differential, or Constant Sum variety. They don’t have to involve Bayesian theory like the extensions of Maximum Difference Scaling do. In fact, sometimes the simplest approach truly is the best. The multiple response format is a common question type found in market research surveys. Essentially you are giving the respondent the option to select any or of the options you provide. For example, the following two questions....

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