An introduction to the application of (case 1) best-worst scaling in marketing research

Jordan Louviere*, Ian Lings, Towhidul Islam, Siegfried Gudergan, Terry Flynn

*Corresponding author for this work

Publication: Scientific journalJournal articlepeer-review


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.

Original languageEnglish
Pages (from-to)292-303
Number of pages12
JournalInternational Journal of Research in Marketing
Issue number3
Publication statusPublished - Sept 2013
Externally publishedYes


  • Best-worst scaling
  • Choice
  • Measurement
  • Preference

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