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Anchor in maxdiff analyzer

In the online MaxDiff analyzer, for an anchored maxdiff, if I run a first choice simulation and include "anchor" as a choice, was does the anchor represent in the results?
asked Jan 20 by B

1 Answer

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The "anchor" utility is the utility of the anchor choice.  The meaning of the anchor depends on the way you implemented the questionnaire.  Sometimes the anchor means the boundary between important/not important or buy/no buy.  So, for example, if you implemented the anchor as the important/not important threshold, then running a first choice simulation involving the anchor item compared to a few other items, the percent "choosing" the anchor represents the percent of people would would say that none of the items in the simulation set were important.
answered Jan 20 by Bryan Orme Platinum Sawtooth Software, Inc. (181,965 points)