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Best-worst scaling: theory and methods

In: Handbook of Choice Modelling

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  • A. A. J. Marley

Abstract

Best-Worst Scaling (BWS) can be a method of data collection, and/or a theory of how respondents provide top and bottom ranked items from a list. The three “cases” of BWS are described, together with the intuition behind the models that are applied in each case. A summary of the foundation models is presented, followed by data supporting and/or rejecting them. Then more complex models are presented, followed by selected theory and data that combines stated (discrete) choice and best-worst choice. A final section presents formal characterization of certain models and voting procedures based on best and/or worst votes. The overall perspective is that, while discussion of the relevance of BWS to microeconomics (such as whether it can be used to measure willingness to pay) should continue, there are increasing amounts of informative data and (process) theory based on combinations of stated choice and best-worst tasks, mainly from surveys and laboratory tasks, but a few from revealed preferences.

Suggested Citation

  • A. A. J. Marley, 2024. "Best-worst scaling: theory and methods," Chapters, in: Stephane Hess & Andrew Daly (ed.), Handbook of Choice Modelling, chapter 8, pages 206-245, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20188_8
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    File URL: https://www.elgaronline.com/doi/10.4337/9781800375635.00014
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