Preface; Acknowledgments; Theory and Methods: 1. Introduction and overview of the book; 2. The BWS object case; 3. The BWS profile case; 4. The BWS multi-profile case; 5. Basic models; 6. Looking forward; Applications - Case 1: 7. BWS object case application: attitudes towards end-of-life care Terry N. Flynn, Elisabeth Huynh and Charles Corke; 8. How consumers choose wine: using best-worst scaling across countries Larry Lockshin and Eli Cohen; 9. Best-worst scaling: an alternative to ratings data Geoffrey N. Soutar, Jillian C. Sweeney and Janet R. McColl-Kennedy; Applications - Case 2: 10. When the ayes don't have it: supplementing an accept/reject DCE with a case 2 best-worst scaling task Richard T. Carson and Jordan J. Louviere; 11. BWS profile case application: preferences for treatment in dentistry Emma McIntosh and Terry N. Flynn; 12. BWS profile case application: preferences for quality of life in Australia Terry N. Flynn and Elisabeth Huynh; Applications - Case 3: 13. The stability of aggregate-level preferences in longitudinal discrete choice experiments Towhidul Islam and Jordan J. Louviere; 14. Case 3 best-worst analysis using delivered pizza and toothpaste examples Bart D. Frischknecht and Jordan J. Louviere; 15. Using alternative-specific DCE designs and best and worst choices to model choices Jordan J. Louviere; References; Subject index; Author index.
First systematic treatment of best-worst scaling, explaining how to implement, analyze, and apply the theory across a range of disciplines.
Jordan J. Louviere is Research Professor at the School of Marketing, University of South Australia Business School. He is particularly known for pioneering work in the design and application of discrete choice experiments (also called 'choice-based conjoint') and he also pioneered best-worst scaling (also known as 'Max-Diff Scaling'). He is co-author of Stated Choice Methods: Analysis and Application (Cambridge University Press, 2000). Terry N. Flynn Ph.D. is the Director of TF Choices Ltd, UK and Adjunct Fellow at the University of Western Sydney, Australia. He is globally renowned in the use of discrete choice experiments and best-worst scaling in health and allied fields. He is also a world expert in the scoring of quality of life and end-of-life instruments, particularly using BWS, and is a founding member of the International Academy of Health Preference Research. A. A. J. Marley is Adjunct Professor in the Department of Psychology, University of Victoria, and Research Professor at the Institute for Choice, University of South Australia. He is particularly known for his work in probabilistic models of choice, perception, and voting. He is a co-author of Behavioral Social Choice: Probabilistic Models, Statistical Inference, and Applications (Cambridge University Press, 2006).
'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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