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

Louviere, J; Lings, I; Islam, T; Gudergan, S; Flynn, T

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

Louviere, J Lings, I Islam, T Gudergan, S Flynn, T

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Publication Type:: Journal Article
Citation:: International Journal of Research in Marketing, 2013, 30 (3), pp. 292 - 303
Issue Date:: 2013-09-01

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Field	Value	Language
dc.contributor.author	Louviere, J	en_US
dc.contributor.author	Lings, I	en_US
dc.contributor.author	Islam, T	en_US
dc.contributor.author	Gudergan, S	en_US
dc.contributor.author	Flynn, T	en_US
dc.date.issued	2013-09-01	en_US
dc.identifier.citation	International Journal of Research in Marketing, 2013, 30 (3), pp. 292 - 303	en_US
dc.identifier.issn	0167-8116	en_US
dc.identifier.uri	http://hdl.handle.net/10453/26408
dc.description.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.	en_US
dc.relation.ispartof	International Journal of Research in Marketing	en_US
dc.relation.isbasedon	10.1016/j.ijresmar.2012.10.002	en_US
dc.subject.classification	Marketing	en_US
dc.title	An introduction to the application of (case 1) best-worst scaling in marketing research	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	30	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	30	en_US

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.

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http://hdl.handle.net/10453/26408