Exploring Best–Worst Scaling for Communication Sciences and Disorders

Abstract

Purpose The primary purpose of this study is to introduce the method of best–worst scaling (BWS) and explore how it can be applied to the field of communication sciences and disorders. Method Two hundred thirty-six participants (156 students and 80 instructors) responded to a survey using BWS to identify the most and least preferred features of a speech-language pathology graduate program. Results were analyzed with Sawtooth Software and best–worst values were transformed into a standardized ratio scale. Results The number one attribute that students were most concerned with when choosing a graduate program was clinical placements followed by financial aid/scholarships/graduate assistant positions, highly ranked/reputation of program, updated resources available in clinic, reputation of professors, elective coursework available in an interest area, proximity to home, research opportunities, completion of an undergraduate degree at the same institution, and, finally, the availability of online courses. Five of the 10 factors were statistically different from the adjacent factor as evidenced by nonoverlapping confidence intervals. The faculty accurately predicted the top three and bottom two attributes but distinguished less between the factors as evidenced by overlapping confidence intervals in eight of the adjacent pairs. Conclusions BWS is able to provide nuanced information relative to the strength of the preference over other types of importance measures. It has many applications in the field of communication sciences and disorders, and this pilot study revealed one way it can be utilized. Knowing what students most desire in a graduate program allows universities to tailor their marketing to highlight the attributes of highest importance to future applicants.