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1 – 10 of over 74000This article introduces the best-worst scaling object case, a quantitative method of producing individual level models of heterogeneous perceptions, for use in behavioural…
Abstract
Purpose
This article introduces the best-worst scaling object case, a quantitative method of producing individual level models of heterogeneous perceptions, for use in behavioural decision making research in projects. Heterogeneous individual perceptions refer to observed or unobserved differences between individual perceptions that impact the outcome being studied. Individual level models of perceptions are important to account for the impact of heterogeneous perceptions on measurement tasks, so they do not become an unobserved source of variance that potentially biases research inferences.
Design/methodology/approach
An overview of individual heterogeneity is provided highlighting the requirement for individual level models in quantitative perception measurements. A literature review is then conducted of the quantitative methods and tasks used to measure perceptions in behavioural decision making research in projects and their potential to produce individual level models.
Findings
The existing quantitative methods cannot produce the necessary individual level models primarily due to the inability to address individual level scale effects, responses styles and biases. Therefore, individual heterogeneity in perceptions can become an unobserved source of variance that potentially biases research inferences.
Practical implications
A method new to project management research, the best-worst scaling object case, is proposed to produce individual level models of heterogeneous perceptions. Guidance on how to implement this method at the individual level is provided along with a discussion of possible future behavioural decision making research in projects.
Originality/value
This article identifies a largely unacknowledged measurement limitation of quantitative behavioural decision making research in projects and provides a practical solution: implementing the best-worst scaling object case at the individual level.
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Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique…
Abstract
Purpose
Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique, best‐worst scaling (BWS). The purpose of this paper is to demonstrate the BWS method by an empirical example, which demonstrates the steps to design and analyze a BW study.
Design/methodology/approach
A brief critique of ratings and rankings is presented. Then the basic concept of BWS is described, followed by how to use the BW method to explore how Australian and Israeli consumers choose wine in a retail store. The paper demonstrates the design of the questionnaire as well as the steps to analyze and present the results.
Findings
The BWS approach can be easily implemented for research in wine business especially for multicultural comparisons as it avoids scale confounds. After transformation of the best and worst scores of each respondent for each attribute, the data can be analyzed directly using various statistical methods and can be expressed as choice probabilities.
Research limitations/implications
The advantage of BWS is its ability to compare attributes using B−W and B/W scores. The BW method provides a better discrimination of the attributes analyzed.
Practical implications
The simplicity of the analysis and graphical presentation makes a significant contribution to practitioners as the B−W counts and probabilities of attributes are easy to obtain and understand.
Originality/value
This paper presents BWS method in a form that researchers and practitioners can use and adopt for research and market surveys. The paper presents an empirical example using BWS method to determine the importance of wine cues while consumers are choosing wine in a retail store.
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The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are…
Abstract
Purpose
The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are determining utility components and drive distinct consumer segments.
Design/methodology/approach
First an analysis of variance and covariance is used to find attributes which are perceived to have different importance by different consumers and which jointly drive consumer segments. Then we model consumer heterogeneity with Latent Clustering and identify utility dimensions of on‐premise wine purchase behaviour with a principal component analysis.
Findings
Four consumer segments were found on the UK on‐premise market, which differ in the relative strength of five wine choice utility dimensions: ease of trial, new experience, restaurant advice, low risk food matching and cognitive choice. These segments are characterised by sociodemographics as well as wine and dine behaviour variables.
Research limitations/implications
Attributes with high variance signal respondents’ disagreement on their importance and indicate the existence of distinctive consumer segments. Attributes jointly driving those segments can be identified by a high covariance. Principal component analysis condenses a small number of behavioural drivers which allow an effective interpretation and targeting of different consumer segments.
Practical implications
This paper's analysis opens new doors for marketing research to a more insightful interpretation of best‐worst data and attitude scales. This information gives marketing managers powerful advice on which attributes they have to focus in order to target different consumer segments.
Originality/value
This is the first study considering individual differences in BW scores to find post hoc segments based on revealed differences in attribute importance.
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Timothy M. Daly, Julie Anne Lee, Geoffrey N. Soutar and Sarah Rasmi
This study aims to develop and validate a best‐worst scaling (BWS) measure of preferred conflict‐handling styles, named the Conflict‐handling BWS (CHBWS).
Abstract
Purpose
This study aims to develop and validate a best‐worst scaling (BWS) measure of preferred conflict‐handling styles, named the Conflict‐handling BWS (CHBWS).
Design/methodology/approach
The authors conducted three studies. Study 1 consisted of a sample of psychology students (n=136) from a Canadian university and was designed to assess the convergent validity of the CHBWS by comparing it with the ROCI‐II and DUTCH instruments. Study 2 consisted of a sample of psychology students (n=154) from a US university and was designed to assess the predictive validity of the CHBWS by relating conflict‐handling styles to consumer complaint behavior. Study 3 consisted of a random sample of adults registered with an online survey company in Australia (n=204) and Germany (n=214). This study was designed to assess the antecedent relationship of Schwartz's personal values to conflict‐handling styles.
Findings
The study shows that best‐worst scaling is a valid and advantageous way of measuring conflict‐handling styles. The CHBWS demonstrated both convergent and predictive validity, and was able to reproduce the structure of the dual‐concerns model. The study also showed that preferred conflict‐handling style influences the choice of complaint behavior in a retail service failure situation. Furthermore, the study demonstrated that Schwartz's personal values can influence the preferred conflict‐handling style in two individualistic cultures.
Originality/value
This is the first study to measure conflict‐handling style preferences using a BWS approach. Furthermore, it is the first study to relate consumer complaint behavior to preferred conflict‐handling style.
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Luis Pinto, Erdener Kaynak, Clement S.F. Chow and Lida L. Zhang
The number of studies on the use of choice cues in the purchase decision of a smartphone does not appear to be extensive, given the size and rate of growth of the market…
Abstract
Purpose
The number of studies on the use of choice cues in the purchase decision of a smartphone does not appear to be extensive, given the size and rate of growth of the market. Surprisingly, it appears that no study of this type in the Chinese context has been undertaken. Therefore, the purpose of this paper is to fill the existing gap in the marketing literature in this area.
Design/methodology/approach
Best–Worst (BW) scaling method was used in the study. It is suggested that the method overcomes some of the biases commonly found in surveys where Likert-type scales are used, and it has superior discriminating power, because respondents are asked to rank the most and the least important factor from a group, and are thereby forced to make tradeoffs between factors.
Findings
Among the 13 choice cues, connectivity, price and memory capacity are found to be the most important, whereas recommendation from others, ease of handling and availability of apps are found to be the least important. Findings due to gender, income and age difference were also analyzed and discussed for orderly decision-making purposes.
Practical implications
The ranking of factors showing what choice cues consumers consider most or least important in a particular market helps practitioners to develop appropriate adaptation strategies for the market. The comparison of findings for gender, income and age difference can further help practitioners to devise various alternative marketing strategies for different market segments and identify underserved segments, if any.
Originality/value
The BW scaling method, however, appropriate in ranking order of importance, had never been used in ranking choice cues of smartphone purchase. Moreover, there seems to be a dearth of studies about ranking of choice cues on smartphone purchases in the Chinese context.
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Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Abstract
Purpose
The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.
Design/methodology/approach
This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.
Findings
With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.
Research limitations/implications
Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.
Practical implications
Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.
Originality/value
Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.
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Polymeros Chrysochou, Athanasios Krystallis, Ana Mocanu and Rachel Leigh Lewis
The purpose of this paper is to explore differences in wine preferences between Generation Y and older cohorts in the USA.
Abstract
Purpose
The purpose of this paper is to explore differences in wine preferences between Generation Y and older cohorts in the USA.
Design/methodology/approach
A total of 260 US consumers participated in a web‐based survey that took place in April 2010. The best‐worst scaling method was applied measuring the level of importance given by participants to a list of most common attributes used in choice of wine. Independent sample t‐tests were applied to compare the best‐worst scores between Generation Y and older cohorts.
Findings
Differences were found in the level of importance that Generation Y gives to wine attributes in comparison to older cohorts. Generation Y was found to attach more importance to attributes such as “Someone recommended it”, “Attractive front label” and “Promotional display in‐store”, whereas older cohorts gave more importance to attributes such as “I read about it” and “Grape variety”. This suggests that Generation Y preferences for wine are driven by marketing added‐value activities such as promotions and labelling, whereas limited importance is given to information about wine, reflecting lack of subjective knowledge, experience and involvement about wine.
Research limitations/implications
This research adds to generation‐based research in wine marketing and contributes towards a better understanding of the differences between generation cohorts in relation to their preferences towards wines.
Originality/value
This study is among the first to compare wine preferences of Generation Y with older cohorts using the best‐worst scaling method.
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Michael Pascoe, Owen Wright and Hume Winzar
The purpose of this paper is to review and extend previous work involving branding and website performance and aesthetics by applying a best-worst scaling (BWS) approach…
Abstract
Purpose
The purpose of this paper is to review and extend previous work involving branding and website performance and aesthetics by applying a best-worst scaling (BWS) approach. Respondents were tasked with choosing the best and worst from 16-brand attribute statements representing website communications and aesthetics, a more effective understanding of consumer segmentation is revealed between the offline facility to the online retail experience.
Design/methodology/approach
A research design utilising BWS was deployed to provide an alternate perspective of consumer choice in an omni-channel retail environment.
Findings
Findings indicate a bifurcated audience with one-half reliant on communication and the other half on aesthetics is most important in the online environment when generating a positive relationship towards the retail brand.
Research limitations/implications
This study was conducted within a single retail format category (sportswear and apparel) so future studies need to estimate cross-category implications. The authors also suggest online experimental designs for consumers to compare traditional retail brand images. Finally as this study utilised Australian responses only the authors suggest cross-cultural comparisons to better understand the universal nature of website functionality and its link with traditional retail formats.
Practical implications
Retail executives will find the results from this study useful in two ways. To ensure consistency of brand image across channels managers must communicate efficiently and effectively. Brand managers must mediate between customer segments with some preferring clear concise website communications and others well established aesthetics.
Originality/value
This study adopts a BWS approach to better understand consumer choices in an online/offline branding environment.
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The production process of processed food products may involve several countries. This multi-dimensionality of the country of origin (COO) may affect consumer preferences for the…
Abstract
Purpose
The production process of processed food products may involve several countries. This multi-dimensionality of the country of origin (COO) may affect consumer preferences for the products. We apply Case 2 best–worst scaling to measure Japanese consumers’ preferences for three dimensions of the COO of a vegetable juice product.
Design/methodology/approach
The three dimensions of the COO include these: the country where the raw materials of the product were grown (the country of growing), the country where the raw materials were processed (the country of processing) and the country where the food company producing the product is headquartered (the country of the company). Japan, Australia, Thailand and China are the countries considered for the three COO-related attributes. Sixteen juice products (profiles) were created from the three four-level attributes. A survey queried 416 consumers to select the best and worst ones from among the three attribute levels shown in each profile.
Findings
The average utility of the country of growing is the highest among those of the three COO-related attributes. However, consumers evaluate the country of growing as the least preferred among the three attributes with respect to a country with a negative food quality reputation.
Originality/value
This is the first Case 2 best–worst scaling study to measure consumer preferences for the three dimensions of the COO of processed food products. It suggests marketing strategies for domestic and international juice companies.
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Antonios Tiganis and Polymeros Chrysochou
Local food impacts tourist satisfaction and drives the choice of a tourist destination. However, it is not clear which attributes of local food products drive tourists’…
Abstract
Purpose
Local food impacts tourist satisfaction and drives the choice of a tourist destination. However, it is not clear which attributes of local food products drive tourists’ preferences. More specifically, little is known about potential segments in the tourist market. Acknowledging consumers’ divergent inclinations, we explore tourist preferences toward local food attributes through a market segmentation approach.
Design/methodology/approach
This study uses the Best-Worst Scaling method to examine the preferences of 311 tourists for attributes of local food products that are known to affect their choices. We employ a Latent Class Analysis to identify market segments with distinct preferences.
Findings
Results indicate that tourists prioritize taste, quality, authenticity, healthiness, connection to local culture and tradition and environmental friendliness over price, appearance, enhancement of local economy, availability and packaging. We further identify three segments: Sensory Seekers, Cultural Experiencers, and Price Conscious. The largest segment, Sensory Seekers, is driven by taste and quality attributes, while Cultural Experiencers prioritize connection to local culture and authenticity. The Price Conscious segment places a greater emphasis on price than the other segments. Cultural Experiencers demonstrate the highest willingness to pay for local food products.
Practical implications
The positioning of local products should target Cultural Experiencers. Agri-firms and state agencies promoting a tourist destination internationally can also use the connection to local culture and authenticity in their marketing campaigns.
Originality/value
Our research contributes to food marketing literature by showing which local food attributes drive tourist preferences. Moreover, we uncover unobservable heterogeneous preferences among tourists.
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