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

被引：195

作者：

Louviere, Jordan ^{[1
]}

Lings, Ian ^{[2
]}

Islam, Towhidul ^{[3
]}

Gudergan, Siegfried ^{[4
]}

Flynn, Terry ^{[1
]}

机构：

[1] Univ Technol Sydney, Ctr Study Choice CenSoC, Sydney, NSW 2007, Australia

[2] Queensland Univ Technol, Sch Advertising Mkt & Publ Relat, Brisbane, Qld 4001, Australia

[3] Univ Guelph, Dept Mkt & Consumer Studies, Guelph, ON N1G 2W1, Canada

[4] Univ Newcastle, Callaghan, NSW 2308, Australia

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2013年 / 30卷 / 03期

关键词：

Best-worst scaling; Measurement; Preference; Choice; DISCRETE-CHOICE EXPERIMENTS; PREFERENCES; DESIGNS; MODELS; ATTRIBUTE;

D O I：

10.1016/j.ijresmar.2012.10.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. Crown Copyright (C) 2013 Published by Elsevier B.V. All rights reserved.

引用

页码：292 / 303

页数：12

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