A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes

Cindy Yoonjoung Heo, Bona Kim, Kwangsoo Park and Robin M. Back

Journal of Business Research, 2022, vol. 148, issue C, 368-377

Abstract: Surveys based on Likert scales continue to dominate market research practice despite their limitations. Several researchers have suggested adopting different types of scales and a unique alternative for rating the importance level of several attributes is Best − Worst Scaling (BWS). The purpose of this study is to compare two scaling approaches, the Best-Worst Scale (BWS) and the Likert Scale to explore their advantages and disadvantages. This study tried to identify the relative importance of Peer-to-Peer (P2P) accommodation attributes using the aforementioned two scaling approaches. A comparison of the results found that the BWS approach helps to validate priorities from a customer perspective by achieving better discrimination among attributes, while the Likert scale approach is useful for comparing group differences such as gender differences.

Keywords: Best−Worst scaling; Likert scale; Scale comparison; P2P accommodation attributes (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:148:y:2022:i:c:p:368-377

DOI: 10.1016/j.jbusres.2022.04.064

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