Review of Best-Worst Sc aling Method: A New Method over other Scales in Marketing Research

The traditional approach is to quantify key factors in marketing research through the use of universal rating scales. However, the use of rating scales does not always lead to good findings because of various response style biases such as social desirability bias, acquiescence bias, and extreme response bias. The Best-Worst scaling approach may be a method to overcome these problems by as king respondents to make trade-offs among the variables being assessed. This paper provides a comprehensive review of the theoretical and statistical underpinnings of BWS and a step -by-step managerially usable method which requires not much of training, statistical skills , or special software. The paper also reviews on the limitation of this techniqu e and applications of the approach.