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

  • Louviere J
  • Lings I
  • Islam T
 et al. 
  • 11

    Readers

    Mendeley users who have this article in their library.
  • N/A

    Citations

    Citations of this article.

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. ?? 2013.

Author-supplied keywords

  • Best-worst scaling
  • Choice
  • Measurement
  • Preference

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Jordan J. Louviere

  • Ian Lings

  • Towhidul Islam

  • Siegfried Gudergan

  • Terry Flynn

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free