Skip to content
Register Sign in Wishlist

Best-Worst Scaling
Theory, Methods and Applications

$56.00 ( ) USD

Terry N. Flynn, Elisabeth Huynh, Charles Corke, Larry Lockshin, Eli Cohen, Geoffrey N. Soutar, Jillian C. Sweeney, Janet R. McColl-Kennedy, Richard T. Carson, Jordan J. Louviere, Emma McIntosh, Towhidul Islam, Bart D. Frischknecht
View all contributors
  • Date Published: October 2015
  • availability: This ISBN is for an eBook version which is distributed on our behalf by a third party.
  • format: Adobe eBook Reader
  • isbn: 9781316309032

$ 56.00 USD ( )
Adobe eBook Reader

You will be taken to for this purchase
Buy eBook Add to wishlist

Other available formats:

Looking for an examination copy?

If you are interested in the title for your course we can consider offering an examination copy. To register your interest please contact providing details of the course you are teaching.

Product filter button
About the Authors
  • Best-worst scaling (BWS) is an extension of the method of paired comparison to multiple choices that asks participants to choose both the most and the least attractive options or features from a set of choices. It is an increasingly popular way for academics and practitioners in social science, business, and other disciplines to study and model choice. This book provides an authoritative and systematic treatment of best-worst scaling, introducing readers to the theory and methods for three broad classes of applications. It uses a variety of case studies to illustrate simple but reliable ways to design, implement, apply, and analyze choice data in specific contexts, and showcases the wide range of potential applications across many different disciplines. Best-worst scaling avoids many rating scale problems and will appeal to those wanting to measure subjective quantities with known measurement properties that can be easily interpreted and applied.

    • Provides step-by-step guidelines for designing, implementing and analyzing best-worst scaling experiments; provides historical accounts of advantages and disadvantages of methods no longer used; and provides data formatting and set-up for various methods of analysis
    • Includes both simple and more advanced (mathematical-based) introductions to the theory; readers can choose how much detail to read into
    • Includes various case studies and application illustrations; ranges from simple to more advanced analytical methods
    Read more

    Reviews & endorsements

    "Best-Worst Scaling (BWS) has emerged as a novel and innovative method for eliciting preferences and understanding choice behavior. This book provides researchers and practitioners with a clear understanding of the origins, theory, and use of BWS and contains interesting case studies from a range of disciplines. This excellent collection of papers also provides a fascinating story of how a new research method moves from initial ideas to adoption by researchers in multiple fields worldwide. It is a must-have reference for current users or those interested in learning about BWS."
    W. L. (Vic) Adamowicz, Department of Resource Economics and Environmental Sociology, and Research Director, Alberta Land Institute, University of Alberta

    "This book is an important guide for researchers, marketing practitioners, and anyone else who wants to apply the power of best-worst scaling to improve the measurement of preferences and attitudes. Louviere, Flynn, and Marley show how best-worst scaling is easy to use with standard tools and software, and can supersede conventional ratings-based and discrete-choice surveys. With this book, the great benefits of best-worst scaling are now within easy reach of everyone."
    Scott D. Brown, University of Newcastle, Australia

    "This is the definitive source work on best-worst scaling - the method is explained and illustrated by its original developers. A must-have for marketing research practitioners, consultants, and academics interested in the latest advances in stated-choice methods."
    Robert J. Meyer, Frederick H. Ecker/Metlife Insurance Professor of Marketing and Co-Director, Wharton Center for Risk Management and Decision Processes, The Wharton School, University of Pennsylvania

    See more reviews

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity


    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?


    Product details

    • Date Published: October 2015
    • format: Adobe eBook Reader
    • isbn: 9781316309032
    • contains: 49 b/w illus. 130 tables
    • availability: This ISBN is for an eBook version which is distributed on our behalf by a third party.
  • Table of Contents

    Theory and Methods:
    1. Introduction and overview of the book
    2. The BWS object case
    3. The BWS profile case
    4. The BWS multi-profile case
    5. Basic models
    6. Looking forward
    Applications - Case 1:
    7. BWS object case application: attitudes towards end-of-life care Terry N. Flynn, Elisabeth Huynh and Charles Corke
    8. How consumers choose wine: using best-worst scaling across countries Larry Lockshin and Eli Cohen
    9. Best-worst scaling: an alternative to ratings data Geoffrey N. Soutar, Jillian C. Sweeney and Janet R. McColl-Kennedy
    Applications - Case 2:
    10. When the ayes don't have it: supplementing an accept/reject DCE with a case 2 best-worst scaling task Richard T. Carson and Jordan J. Louviere
    11. BWS profile case application: preferences for treatment in dentistry Emma McIntosh and Terry N. Flynn
    12. BWS profile case application: preferences for quality of life in Australia Terry N. Flynn and Elisabeth Huynh
    Applications - Case 3:
    13. The stability of aggregate-level preferences in longitudinal discrete choice experiments Towhidul Islam and Jordan J. Louviere
    14. Case 3 best-worst analysis using delivered pizza and toothpaste examples Bart D. Frischknecht and Jordan J. Louviere
    15. Using alternative-specific DCE designs and best and worst choices to model choices Jordan J. Louviere
    Subject index
    Author index.

  • Authors

    Jordan J. Louviere, University of South Australia
    Jordan J. Louviere is Research Professor at the School of Marketing, University of South Australia Business School. He is particularly known for pioneering work in the design and application of discrete choice experiments (also called 'choice-based conjoint') and he also pioneered best-worst scaling (also known as 'Max-Diff Scaling'). He is co-author of Stated Choice Methods: Analysis and Application (Cambridge University Press, 2000).

    Terry N. Flynn, TF Choices Ltd
    Terry N. Flynn Ph.D. is the Director of TF Choices Ltd, UK and Adjunct Fellow at the University of Western Sydney, Australia. He is globally renowned in the use of discrete choice experiments and best-worst scaling in health and allied fields. He is also a world expert in the scoring of quality of life and end-of-life instruments, particularly using BWS, and is a founding member of the International Academy of Health Preference Research.

    A. A. J. Marley, University of South Australia and University of Victoria, British Columbia
    A. A. J. Marley is Adjunct Professor in the Department of Psychology, University of Victoria, and Research Professor at the Institute for Choice, University of South Australia. He is particularly known for his work in probabilistic models of choice, perception, and voting. He is a co-author of Behavioral Social Choice: Probabilistic Models, Statistical Inference, and Applications (Cambridge University Press, 2006).


    Terry N. Flynn, Elisabeth Huynh, Charles Corke, Larry Lockshin, Eli Cohen, Geoffrey N. Soutar, Jillian C. Sweeney, Janet R. McColl-Kennedy, Richard T. Carson, Jordan J. Louviere, Emma McIntosh, Towhidul Islam, Bart D. Frischknecht

Sign In

Please sign in to access your account


Not already registered? Create an account now. ×

Sorry, this resource is locked

Please register or sign in to request access. If you are having problems accessing these resources please email

Register Sign in
Please note that this file is password protected. You will be asked to input your password on the next screen.

» Proceed

You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner Please see the permission section of the catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Continue ×

Find content that relates to you

Join us online

This site uses cookies to improve your experience. Read more Close

Are you sure you want to delete your account?

This cannot be undone.


Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

Please fill in the required fields in your feedback submission.