Abstract:

The theory of economy allows us to distinguish revealed preferences (real market choices) and stated preferences (intentions to buy; customer declarations). These choices can be estimated in various ways. In general, we can distinguish compositional, decompositional approaches, and non-classical methods. When dealing with decompositional approaches the discrete choice method is the well-known approach in preference modeling. It allows us to model real-life behaviors. However, similar approaches in preference measurement can be used in the best-worst scaling when using the profile case. This paper compares the results obtained from the best-worst scaling profile case with a discrete choice approach where only the best choice is used as the customer's choice.