{"id":109494,"date":"2020-08-26T11:18:30","date_gmt":"2020-08-26T18:18:30","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=109494"},"modified":"2020-08-26T11:18:30","modified_gmt":"2020-08-26T18:18:30","slug":"diferencas-entre-maxdiff-e-analise-conjunta","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/pt-br\/diferencas-entre-maxdiff-e-analise-conjunta\/","title":{"rendered":"Quais as diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta?"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes read<\/span><\/span><p>A princ\u00edpio, as diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta parecem ser impercept\u00edveis, j\u00e1 que ambas as t\u00e9cnicas s\u00e3o ferramentas de an\u00e1lise avan\u00e7ada, constru\u00eddas com base nas decis\u00f5es do respondente atrav\u00e9s de um experimento de escolha discreto.<\/p>\n<p>A inten\u00e7\u00e3o desse artigo \u00e9 te instruir e fazer a <strong>compara\u00e7\u00e3o entre MaxDiff e An\u00e1lise Conjunta<\/strong> para voc\u00ea decidir facilmente qual desses estudos de identifica\u00e7\u00e3o das prefer\u00eancias dos clientes \u00e9 o mais adequado para voc\u00ea.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O que \u00e9 MaxDiff?<\/strong><\/h2>\n<p>A escala m\u00e1xima de diferen\u00e7as, tamb\u00e9m conhecida como escala MaxDiff, \u00e9 um m\u00e9todo de pesquisa que consiste em<strong> medir as prefer\u00eancias dos consumidores entre produtos que compartilham algumas caracter\u00edsticas<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h3>Caracter\u00edsticas<\/h3>\n<ul>\n<li><strong>Compara\u00e7\u00e3o entre os produtos\/servi\u00e7os.<\/strong><\/li>\n<li>Obt\u00e9m notas de prefer\u00eancia e import\u00e2ncia para m\u00faltiplos itens.<\/li>\n<li>Tamb\u00e9m conhecido como &#8220;Best-Worst Scaling&#8221;.<\/li>\n<li>S\u00e3o exibidos 2-6 itens de cada vez e os respondentes s\u00e3o solicitados a indicar <strong>qual produto eles mais gostam e qual eles menos gostam<\/strong>.<\/li>\n<li>O processo \u00e9 repetido e a cada rodada diferentes conjuntos de itens\/conceitos s\u00e3o exibidos.<\/li>\n<li>Ajuda a estreitar os tra\u00e7os que um cliente considera mais importantes em um produto.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Resultados<\/h3>\n<p>Os dados coletados revelar\u00e3o<strong> qual produto (ou caracer\u00edsticas do produto) os clientes gostam mais e qual produto os clientes gostam menos<\/strong>.<\/p>\n<ul>\n<li>O pr\u00f3prio respondente pontua cada item indiretamente.<\/li>\n<li>Cada item \u00e9 classificado de acordo com sua pontua\u00e7\u00e3o de prefer\u00eancia em uma escala de intervalo.<\/li>\n<li>Os itens s\u00e3o classificados em ordem de import\u00e2ncia.<\/li>\n<li>As pontua\u00e7\u00f5es indicam um dado importante: o <strong>valor \u00fanico<\/strong> que cada item tem.<\/li>\n<li>As probabilidades podem ser classificadas em propor\u00e7\u00f5es.<\/li>\n<li>Entender a prefer\u00eancia do consumidor por uma lista de itens\/caracter\u00edsticas\/benef\u00edcios\/etc.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Exemplo<\/h3>\n<p>O MaxDiff pode ser utilizado para avaliar as caracter\u00edsticas de um produto, testar a mensagem que o produto passa, compreender as prefer\u00eancias dos clientes e medir seus n\u00edveis de satisfa\u00e7\u00e3o:<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"wp-image-123965 aligncenter\" src=\"https:\/\/usqa.questionpro.com\/blog\/wp-content\/uploads\/2020\/08\/Captura-de-Tela-2021-09-22-a\u0300s-15.07.56.png\" alt=\"\" width=\"600\" height=\"248\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>O que \u00e9 a An\u00e1lise Conjunta?<\/h2>\n<p>A an\u00e1lise conjunta, ou <em>conjoint<\/em> <em>analysis<\/em>\u00a0em ingl\u00eas, \u00e9 uma das t\u00e9cnicas utilizadas em pesquisas de mercado para <strong>medir as prefer\u00eancias pelas caracter\u00edsticas de um produto\/servi\u00e7o e como cada atributo contribui com a decis\u00e3o de compra<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h3>Caracter\u00edsticas<\/h3>\n<ul>\n<li aria-level=\"1\">Separa um <strong>mesmo produto <\/strong>em seus<strong> diferentes atributos<\/strong>.<\/li>\n<li aria-level=\"1\"><strong>Compara\u00e7\u00e3o entre os atributos<\/strong> que os produtos\/servi\u00e7os t\u00eam em comum.<\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\">Diferentes vers\u00f5es desse produto ser\u00e3o criadas atrav\u00e9s da varia\u00e7\u00e3o destas caracter\u00edsticas em um processo repetitivo.<\/li>\n<li aria-level=\"1\">Os respondentes escolhem as caracter\u00edsticas que <strong>mais<\/strong> <strong>gostam<\/strong> naquela vers\u00e3o apresentada do produto.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Resultados<\/h3>\n<p>Os dados coletados revelar\u00e3o <strong>quais caracter\u00edsticas s\u00e3o mais importantes para o cliente naquele produto<\/strong>. Com este m\u00e9todo de pesquisa \u00e9 poss\u00edvel considerar o peso de cada um dos atributos e decifrar o que o consumidor considera mais relevante para tomar a decis\u00e3o de compra.<\/p>\n<ul>\n<li>Os resultados s\u00e3o calculados pela soma de todas as pontua\u00e7\u00f5es no n\u00edvel individual.<\/li>\n<li>Um valor \u00fanico (utilidade) \u00e9 atribu\u00eddo para cada caracter\u00edstica potencialmente adicionada ao produto.<\/li>\n<li>Determina quais atributos seus respondentes valorizam mais.<\/li>\n<li>Permite a otimiza\u00e7\u00e3o do produto\/servi\u00e7o.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Exemplo<\/h3>\n<p>A an\u00e1lise conjunta \u00e9 uma op\u00e7\u00e3o para definir o design de um novo produto, compreender a viabilidade da extens\u00e3o de alguma linha de produto, estimar o patrim\u00f4nio da marca e medir a sensibilidade de pre\u00e7o, etc.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"wp-image-123986 aligncenter\" src=\"https:\/\/usqa.questionpro.com\/blog\/wp-content\/uploads\/2020\/08\/Captura-de-Tela-2021-09-22-a\u0300s-16.59.39.png\" alt=\"\" width=\"600\" height=\"181\" \/><\/p>\n<p><img decoding=\"async\" class=\"wp-image-123979 aligncenter\" src=\"https:\/\/usqa.questionpro.com\/blog\/wp-content\/uploads\/2020\/08\/Captura-de-Tela-2021-09-22-a\u0300s-17.00.00.png\" alt=\"\" width=\"601\" height=\"170\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Comparativo de semelhan\u00e7as e diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta<\/h2>\n<p>&nbsp;<\/p>\n<h3>Semelhan\u00e7as<\/h3>\n<ul>\n<li>S\u00e3o anal\u00edticas de pesquisa avan\u00e7ada para obter informa\u00e7\u00f5es sobre as prefer\u00eancias dos clientes.<\/li>\n<li>Apresentam diferentes op\u00e7\u00f5es aos respondentes que precisam escolher entre elas.<\/li>\n<li>Simulam como os respondentes escolheriam entre subconjuntos de itens e conceitos.<\/li>\n<li>S\u00e3o um experimento de escolha discreta.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Diferen\u00e7as<\/h3>\n<p>Analisando de perto, podemos ver que s\u00e3o grandes as diferen\u00e7as entre MaxDiff e conjoint analysis:<\/p>\n<ul>\n<li>Um estudo MaxDiff apresenta um modelo aditivo, ou seja, o valor de todo o conceito \u00e9 igual \u00e0 soma de suas partes.<\/li>\n<li>Por outro lado, a An\u00e1lise Conjunta n\u00e3o \u00e9 um modelo aditivo que pode ser comparada diretamente porque medem em uma escala comum. Al\u00e9m disso, classifica cada atributo individualmente e s\u00f3 compara os n\u00edveis dentro de cada atributo.<\/li>\n<li>Com a MaxDiff, o respondente seleciona a op\u00e7\u00e3o que mais gosta e a que menos gosta, enquanto na An\u00e1lise conjunta, apenas a que mas gosta.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Conclus\u00e3o<\/strong><\/h2>\n<p>Pode-se dizer que com o estudo MaxDiff \u00e9 poss\u00edvel determinar <strong>qual o produto preferido<\/strong>, enquanto no estudo de an\u00e1lise conjunta \u00e9 determinado <strong>quais caracter\u00edsticas do produto levam-no a ser o preferido<\/strong>.<\/p>\n<p><em><strong>Quando usar cada um?<\/strong><\/em><\/p>\n<p>Use a <strong>MaxDiff<\/strong> em um estudo de mercado para eleger qual tipo de produto ou servi\u00e7o voc\u00ea vai oferecer e criar um ranking entre as diferentes alternativas:<\/p>\n<ul>\n<li>Caracter\u00edsticas do produto por import\u00e2ncia.<\/li>\n<li>Aspectos das marcas pela satisfa\u00e7\u00e3o do cliente.<\/li>\n<li>Sabores ou variantes de produtos por prefer\u00eancias do consumidor.<\/li>\n<li>Ocasi\u00f5es de uso por frequ\u00eancia.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Use a <strong>Conjoint Analysis<\/strong> para adaptar seu produto ou servi\u00e7o a partir dos atributos que os clientes mais consideram, ou quando voc\u00ea precisar entender quais combina\u00e7\u00f5es s\u00e3o mais atraentes para seu mercado:<\/p>\n<ul>\n<li>Sele\u00e7\u00e3o de caracter\u00edsticas para produtos novos ou reformados.<\/li>\n<li>Disponibilidade marginal para pagar por caracter\u00edsticas espec\u00edficas.<\/li>\n<li>Teste de marca, embalagem e reclama\u00e7\u00f5es.<\/li>\n<li>Encontrar o pre\u00e7o ideal para os produtos, levando em conta as ofertas dos concorrentes.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4 style=\"text-align: center;\"><strong><span style=\"color: #505f82;\">Agora \u00e9 hora de usar o melhor <a href=\"https:\/\/www.questionpro.com\/pt-br\/tour\/\">software de pesquisa online<\/a> do mercado! Conhe\u00e7a todos os nossos produtos, <a href=\"https:\/\/www.questionpro.com\/pt-br\/features\/\">recursos<\/a> e licen\u00e7as em uma demonstra\u00e7\u00e3o da <a href=\"https:\/\/www.questionpro.com\/pt-br\/\">plataforma QuestionPro<\/a> sem compromissos e totalmente em portugu\u00eas.<\/span><\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/ctademocompleta.questionpro.com\/?custom1=blog.rodap\u00e9\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Agendar demonstra\u00e7\u00e3o gr\u00e1tis<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes read<\/span><\/span> A princ\u00edpio, as diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta parecem ser impercept\u00edveis, j\u00e1 que ambas as t\u00e9cnicas s\u00e3o ferramentas de [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":123994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[223,217,244],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quais as diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Conhe\u00e7a as diferen\u00e7as entre MaxDiff e An\u00e1lise Conjunta, aplique a t\u00e9cnica mais adequada para cada caso e melhore suas vendas!\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, 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