The heterogeneous best-worst choice method in market research

Although there are several methods to assess the relative importance of the attributes in decision making, the mainstream approach has been the direct method (DM).

The heterogeneous best-worst choice method in market research

Susana Tavares

Caixa Econmica, Montepio Geral

Margarida Cardoso and José G. Dias

ISCTE - Lisbon University Institute

Introduction

The level of importance that consumers attach to the attributes of a product/service has been pivotal in understanding the purchasing decision process (Louviere et al.2001). In order to measure the relevance of those attributes, there are two main approaches: the direct and the indirect one. In the direct approach, respondents are asked to state their valuation of a given attribute, usually by grading the attributes on a metric scale (rating...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands