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Cambridge University Press
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October 2015
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Book description

Best-worst scaling (BWS) is an extension of the method of paired comparison to multiple choices that asks participants to choose both the most and the least attractive options or features from a set of choices. It is an increasingly popular way for academics and practitioners in social science, business, and other disciplines to study and model choice. This book provides an authoritative and systematic treatment of best-worst scaling, introducing readers to the theory and methods for three broad classes of applications. It uses a variety of case studies to illustrate simple but reliable ways to design, implement, apply, and analyze choice data in specific contexts, and showcases the wide range of potential applications across many different disciplines. Best-worst scaling avoids many rating scale problems and will appeal to those wanting to measure subjective quantities with known measurement properties that can be easily interpreted and applied.


'Best-Worst Scaling (BWS) has emerged as a novel and innovative method for eliciting preferences and understanding choice behavior. This book provides researchers and practitioners with a clear understanding of the origins, theory, and use of BWS and contains interesting case studies from a range of disciplines. This excellent collection of papers also provides a fascinating story of how a new research method moves from initial ideas to adoption by researchers in multiple fields worldwide. It is a must-have reference for current users or those interested in learning about BWS.'

W. L. (Vic) Adamowicz - Research Director, Alberta Land Institute, University of Alberta

'This book is an important guide for researchers, marketing practitioners, and anyone else who wants to apply the power of best-worst scaling to improve the measurement of preferences and attitudes. Louviere, Flynn, and Marley show how best-worst scaling is easy to use with standard tools and software, and can supersede conventional ratings-based and discrete-choice surveys. With this book, the great benefits of best-worst scaling are now within easy reach of everyone.'

Scott D. Brown - University of Newcastle, Australia

'This is the definitive source work on best-worst scaling - the method is explained and illustrated by its original developers. A must-have for marketing research practitioners, consultants, and academics interested in the latest advances in stated-choice methods.'

Robert J. Meyer - Frederick H. Ecker/Metlife Insurance Professor of Marketing and Co-Director, Wharton Center for Risk Management and Decision Processes, The Wharton School, University of Pennsylvania

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