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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Susana, T., Cardoso, M. & Dias, J. G. (2010). The heterogeneous best-worst choice method in market research. International Journal of Market Research. 52 (4), 533-546
Exportar Referência (IEEE) 
S. Tavares et al.,  "The heterogeneous best-worst choice method in market research", in Int. Journal of Market Research, vol. 52, no. 4, pp. 533-546, 2010
Exportar BibTeX 
@article{tavares2010_1714465381664,
	author = "Susana, T. and Cardoso, M. and Dias, J. G.",
	title = "The heterogeneous best-worst choice method in market research",
	journal = "International Journal of Market Research",
	year = "2010",
	volume = "52",
	number = "4",
	doi = "10.2501/S1470785309201430",
	pages = "533-546"
}
Exportar RIS 
TY  - JOUR
TI  - The heterogeneous best-worst choice method in market research
T2  - International Journal of Market Research
VL  - 52
IS  - 4
AU  - Susana, T.
AU  - Cardoso, M.
AU  - Dias, J. G.
PY  - 2010
SP  - 533-546
SN  - 1470-7853
DO  - 10.2501/S1470785309201430
AB  - 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.
ER  -