Speaker:Professor Anthony Marley (Professor Emeritus at McGill University; Adjunct Professor at the University of Victoria; Research Professor at CenSoC; Fellow of the American Psychological Society)

Topic: Best-worst scaling: Case 3, best-worst choice among multiattribute options (profiles) [Joint research work with Dr. David Pihlens]

Abstract:
Best worst scaling Case 3 involves a discrete choice experiment (DCE) in which the decision maker chooses the best and the worst multiattribute option (profile) from each presented set of options in the design; and, possibly, repeats such choices resulting in a rank order of the presented options. Case 3 has advantages over traditional “first choice” DCE elicitation procedures as one obtains much more information about preferences in each choice set - in many cases, one obtains enough information to estimate choice models for single persons. We summarize and discuss key formal properties of models for Case 3, including how and why the task structure leads to several potential model forms. We are unaware of prior work comparing models for sequential best and worst choices with those for other choice strategies based on best choices or ranking by best. We compare the new models with current models using data on stated preference of mobile phones. We also discuss theoretical relations between models for Case 2 (the profile case) and Case 3.

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