The heterogeneous best-worst choice method in market research

• Autor(a) principal: Tavares, Susana
• Data de Publicação: 2010
• Outros Autores: Cardoso, Margarida G. M. S., Dias, José G.
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/5545

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.