At the 2019 Advanced Research Techniques Forum, Jake Lee showed results from an empirical study and suggested that MaxDiff utilities aren’t appropriate for use in subsequent multivariate analyses. Other authors have successfully used MaxDiff utilities as inputs to factor analysis, multidimensional scaling and correlation analyses. Drawing on several empirical data sets we’ll see that the problems Jake encountered seem to be an idiosyncratic feature of his particular study and that his results are not generalizable.
