An introduction to the application of (case 1) best–worst scaling in marketing research
Louviere, Jordan, Lings, Ian, Islam, Towhidul, Gudergan, Siegfried, & 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.
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.
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|Item Type:||Journal Article|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2013 Elsevier|
|Copyright Statement:||This is the author’s version of a work that was accepted for publication in International Journal of Research in Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Research in Marketing, [VOL 30, ISSUE 3, (2013)] DOI: 10.1016/j.ijresmar.2012.10.002|
|Deposited On:||02 Oct 2013 23:36|
|Last Modified:||02 Oct 2016 03:07|
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