Author(s):
Tavares, Susana 
; Cardoso, Margarida G. M. S. ; Dias, José G.
Date: 2010
Persistent ID: http://hdl.handle.net/10071/5545
Origin: Repositório do ISCTE-IUL
Document details
The heterogeneous best-worst choice method in market research
Description
WOS:000280441000009 (Nº de Acesso Web of Science) The article presents a market research technique for obtaining information on consumer preferences, called the heterogeneous best-worst (HBW) choice method. It accounts for preference heterogeneity, making it more accurate than the direct method (DM), and causes less information overload than other indirect methods. An example involving undergraduates picking a business school is presented to illustrate how the HBW choice method operates. It is demonstrated that the HBW and DM approaches produce very similar results, but the HBW method allows for more differentiation of extreme preferences.
WOS:000280441000009 (Nº de Acesso Web of Science) The article presents a market research technique for obtaining information on consumer preferences, called the heterogeneous best-worst (HBW) choice method. It accounts for preference heterogeneity, making it more accurate than the direct method (DM), and causes less information overload than other indirect methods. An example involving undergraduates picking a business school is presented to illustrate how the HBW choice method operates. It is demonstrated that the HBW and DM approaches produce very similar results, but the HBW method allows for more differentiation of extreme preferences.
Document Type
Article
Language English
Language English
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