An introduction to the application of (case 1) best–worst scaling in marketing research

• We describe and discuss Case 1 Best-Worst Scaling (BWS) Theory and Methods
• We provide examples of how to use and interpret BWS
• We show how to apply BWS to two case studies (small and large)
• We conclude with a discussion of BWS, limitations and future research opportunities

We review and discuss recent developments in best–worst scaling (BWS) that allow researchers to measure items or objects on measurement scales with known properties. We note that BWS has some distinct advantages compared with other measurement approaches, such as category rating scales or paired comparisons. We demonstrate how to use BWS to measure subjective quantities in two different empirical examples. One of these measures preferences for weekend getaways and requires comparing relatively few objects; a second measures academics' perceptions of the quality of academic marketing journals and requires comparing a significantly large set of objects. We conclude by discussing some limitations and future research opportunities related to BWS.