English
Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
International Journal of Market Research
Ano (publicação definitiva)
2010
Língua
Inglês
País
Estados Unidos da América
Mais Informação
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Abstract/Resumo
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). However, this method, which rates attributes directly, has been criticised, mainly because it does not take into account heterogeneity in the responses. This paper presents the heterogeneous best-worst choice (HBW) method as an alternative to the DM. We illustrate this approach with an application in educational marketing, focusing on the most relevant attributes influencing undergraduate students choosing a business school. The results show that the HBW allows for more heterogeneity in the response patterns, which are similar to those estimated by the DM.
Agradecimentos/Acknowledgements
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Palavras-chave
Classificação Fields of Science and Technology
- Economia e Gestão - Ciências Sociais
