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...