## Rescaled

These are "Probabilities of Choice" (described below) that have been rescaled to sum to 100 for each respondent. These data reflect a ratio-quality scale, allowing one to conclude (for example) that an item with a score of 10 is twice as important/preferred as an item with a score of 5.

## Raw

These are the scores directly resulting from the HB estimation and are logit-scaled (an interval-quality scale). These scores are zero-centered within each respondent, so their average is zero. Interval-quality scales do not allow us to make ratio-quality judgments, such as saying that an item with a raw score of 2 is twice as important/preferred as an item with a score of 1.

## Probability of Choice

These are probabilities (ranging from 0 to 100) that reflect the likelihood that an item would be selected as "best" among a representative set of items in the MaxDiff questionnaire. For example, if you showed 5 items per set, the Probability of Choice for an item is the average likelihood that respondents would select this item as "best" when compared to 4 other items of average importance/preference (among those included in the questionnaire). These data reflect a ratio-quality scale.