A Discrete Choice Take on Uncovering Priorities of US Citizens

Megan Peitz (Numerious Inc.)

Click here to access the slides

Click here to access the slides

For decades, researchers have struggled with how to ask respondents about topics like gun control, income inequality, climate control, immigration, etc. And as the political landscape in the United States becomes more and more divided, it is necessary to understand what citizens truly value so that Washington can focus on the priorities of the entire nation. A common approach to this research question is the 5-point scale, but one issue is that everything is either very or extremely important, offering little discrimination among the results.
We will share a unique application to this problem by using Best-Worst Scaling, or MaxDiff Analysis and examine different outcomes when using scaled data versus choice-based data when it comes to key priorities among US citizens.

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