# MaxDiff (/docs/analyses/maxdiff)



## When to use it [#when-to-use-it]

Use MaxDiff when each person saw a set of items and picked the best and the worst. The score is how often an item wins, or a logit of those choices, rescaled from 0 to 100. A full choice-based conjoint, with attributes and levels, is [conjoint](/docs/analyses/conjoint).

## Running it in Tensr [#running-it-in-tensr]

<Steps>
  <Step>
    Analyze → Survey techniques → MaxDiff (counting / MNL). In chat: “Run MaxDiff on best and worst.”
  </Step>

  <Step>
    Design exports a long file and a wide file for the survey tool. Tensr does not host the survey.
  </Step>

  <Step>
    Analyse marks the best and worst columns. Set columns are the alternatives shown together. Counting is the default. MNL is the logit. Individual utilities fit one score per person.
  </Step>
</Steps>

## Options [#options]

<TypeTable
  type="{
  best: {
    type: 'column',
    description: 'The item chosen as best.',
  },
  worst: {
    type: 'column',
    description: 'The item chosen as worst.',
  },
  sets: {
    type: 'columns',
    description: 'The alternatives shown together in that task.',
  },
  estimate: {
    type: 'counting | MNL | individual utilities',
    description: 'Counting is the default. MNL fits a logit. Individual utilities fit one set of scores per person.',
    default: 'counting',
  },
}"
/>

## Reading the output [#reading-the-output]

Counting reports how often each item was chosen best against how often it was shown. MNL reports a utility. Both can be rescaled from 0 to 100 so the top item reads as 100. Individual utilities give one score per item for each person.

## Coming from SPSS [#coming-from-spss]

SPSS has no MaxDiff item. Tensr’s item is Analyze → Survey techniques → MaxDiff (counting / MNL), with a design export and an analyse step on the returned file.

## Related [#related]

[Conjoint](/docs/analyses/conjoint) is the same dialog with attributes and levels. [Van Westendorp and Gabor-Granger](/docs/analyses/van-westendorp) price a single offer.