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Lecture 5
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- 1What is best-worst scaling?BWS is a new measurement method designed to get around the serious issues associated with traditional rating and ranking scales.
- 2What BWS looks like?In a BWS task, respondents are presented with a series of choice sets comprising three or more items in each set and asked to choose the pair of best and worst items that exhibit the maximum perceptual difference on an underlying continuum of interest.
- 3Advantages of BWS1. Require trade-offs, avoid simplification heuristics 2. Better item discrimination or differentiation 3. Avoid individual / cultural response style biases with rating scale 4. Ask the same item multiple times 5. Better data reliability 6. Avoid the difficulty of ranking scale
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- Quiz 1 Marketing Analytics & Decision Quiz 1 Fichas sobre Lecture 5, creado por Rolex ip el 16/04/2018.
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- Rolex ip
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