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Publication Detailed Description
Journal Title
International Journal of Market Research
Year (definitive publication)
2010
Language
English
Country
United States of America
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Abstract
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.
Acknowledgements
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Keywords
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
