Measuring values using best-worst scaling: The LOV example

John Wiley & Sons Inc
Publication Type:
Journal Article
Psychology & Marketing, 2007, 24 (12), pp. 1043 - 1058
Issue Date:
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The paper discusses the way that values have been measured and suggests an alternative way to collect values data. A recently developed approach, termed Best Worst Scaling, developed by Louviere and his colleagues, offers an opportunity to collect such d
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