An introduction to the application of (case 1) best-worst scaling in marketing research

Title: An introduction to the application of (case 1) best-worst scaling in marketing research
Creator: Louviere, Jordan; Lings, Ian; Islam, Towhidul; Gudergan, Siegfried; Flynn, Terry
Relation: International Journal of Research in Marketing Vol. 30, p. 292-303
Publisher Link: http://dx.doi.org/10.1016/j.ijresmar.2012.10.002
Publisher: Elsevier
Resource Type: journal article
Date: 2013
Description: We review and discuss recent developments in best-worst scaling (BWS) that allow researchers to measure items or objects on measurement scales with known properties. We note that BWS has some distinct advantages compared with other measurement approaches, such as category rating scales or paired comparisons. We demonstrate how to use BWS to measure subjective quantities in two different empirical examples. One of these measures preferences for weekend getaways and requires comparing relatively few objects; a second measures academics' perceptions of the quality of academic marketing journals and requires comparing a significantly large set of objects. We conclude by discussing some limitations and future research opportunities related to BWS.
Subject: best-worst scaling; measurement; preference; choice
Identifier: http://hdl.handle.net/1959.13/1058346
Identifier: uon:16390
Identifier: ISSN:0167-8116
Language: eng
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