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


The level of importance that consumers attach to the attributes...

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