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A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes

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  • Heo, Cindy Yoonjoung
  • Kim, Bona
  • Park, Kwangsoo
  • Back, Robin M.

Abstract

Surveys based on Likert scales continue to dominate market research practice despite their limitations. Several researchers have suggested adopting different types of scales and a unique alternative for rating the importance level of several attributes is Best − Worst Scaling (BWS). The purpose of this study is to compare two scaling approaches, the Best-Worst Scale (BWS) and the Likert Scale to explore their advantages and disadvantages. This study tried to identify the relative importance of Peer-to-Peer (P2P) accommodation attributes using the aforementioned two scaling approaches. A comparison of the results found that the BWS approach helps to validate priorities from a customer perspective by achieving better discrimination among attributes, while the Likert scale approach is useful for comparing group differences such as gender differences.

Suggested Citation

  • Heo, Cindy Yoonjoung & Kim, Bona & Park, Kwangsoo & Back, Robin M., 2022. "A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes," Journal of Business Research, Elsevier, vol. 148(C), pages 368-377.
    • Handle: RePEc:eee:jbrese:v:148:y:2022:i:c:p:368-377
    DOI: 10.1016/j.jbusres.2022.04.064
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