The Best-Worst Scaling Approach: An Alternative to Schwarts'z Values Survey

Julie Lee, Geoff Soutar, J. Louviere

Research output: Contribution to journalArticlepeer-review

133 Citations (Scopus)


Traditional self-report ratings have some measurement problems that a relatively new method, best-worst scaling (BWS; Finn & Louviere. 1992), may overcome. This alternative method, based oil Louviere's BWS, can be used to measure the relative importance or perceived trade-offs among choice alternatives. The method is illustrated as an alternative to the Schwartz Value Survey (SVS; Schwartz, 1992). In a series of samples, it was found that Schwartz values best-worst survey (SVBWS) reproduced Schwartz's (1992) theoretical value structure and supported hypothesized relationships between values and value-expressive behaviors, ethnocentrism, and environmental-related tourism activities. In addition, the SVBWS approach took significantly less respondent time than the traditional SVS approach.
Original languageEnglish
Pages (from-to)335-347
JournalJournal of Personality Assessment
Issue number4
Publication statusPublished - 2008


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