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

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.