I am doing a Maxdiff analysis for 3 different groups.
I have read that I can do one of both:
1. Do the HB analysis separately for the three groups
2. Do the HB analysis together for the three groups, but use a covariate to indicate the difference between the groups.
I am now wondering, if I do the HB analysis together using the covariate, is it also correct to run a segmentation on all data together?
We suspect that the strategy of the client, for using the segments, will be the same over all groups - as otherwise there will be too much segments to work with, so it might be more logical to do the segmentation over all groups instead of separate per group.