Louviere, Jordan, Lings, Ian, Islam, Towhidul, Gudergan, Siggi, and Flynn, Terry (2013) An introduction to the application of (case 1) best–worst scaling in marketing research. International Journal of Research in Marketing, 30 (3). pp. 292-303.

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Abstract

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.

Item ID:	75399
Item Type:	Article (Research - C1)
ISSN:	1873-8001
Copyright Information:	Crown Copyright © 2013 Published by Elsevier B.V. All rights reserved.
Date Deposited:	20 Jan 2023 02:00
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350606 Marketing research methodology @ 100%
SEO Codes:	28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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