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Express analysis for prioritization: Best–Worst Scaling alteration to System 1

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  • Stan Lipovetsky

Abstract

The work considers modification of the Best–Worst Scaling (BWS) to the so-called System 1 (S1) approach. S1 was described by D. Kahneman as a spontaneous and automatic reaction by an unconscious way in which human decision-makers choose among multiple alternatives. Application of S1 can be seen as a simplified BWS for data eliciting and express analysis of prioritization between many compared items. In S1, a respondent picks the items with which she feels “happy”, and those can be one, several, all, or none items in a task. Estimation of utilities is performed by multinomial-logit modeling with different optimization criteria which produce parameters of the models and choice probabilities of the items. Numerical examples by marketing research data are encouraging and demonstrating that spontaneous choice decisions can make S1 approach very fast, efficient, and convenient for express analysis of items prioritization, especially for big data.

Suggested Citation

  • Stan Lipovetsky, 2020. "Express analysis for prioritization: Best–Worst Scaling alteration to System 1," Journal of Management Analytics, Taylor & Francis Journals, vol. 7(1), pages 12-27, January.
    • Handle: RePEc:taf:tjmaxx:v:7:y:2020:i:1:p:12-27
    DOI: 10.1080/23270012.2019.1702112
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    Cited by:

    1. Gholamreza Haseli & Reza Sheikh & Jianqiang Wang & Hana Tomaskova & Erfan Babaee Tirkolaee, 2021. "A Novel Approach for Group Decision Making Based on the Best–Worst Method (G-BWM): Application to Supply Chain Management," Mathematics, MDPI, vol. 9(16), pages 1-20, August.
    2. Gianluca Fiocchi & Mona Seyed Esfahani, 2024. "Exploring the uniqueness of distinctive brand assets within the UK automotive industry," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 1-15, January.

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