Measuring and modeling the (limited) reliability of free choice attitude questions

Gilles Laurent, Cam Rungie (), Fransesca Dall'Olmo Riley (), Donald Morrison and Tirthankar Roy
Additional contact information
Gilles Laurent: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Cam Rungie: School of Marketing - University of South Australia
Fransesca Dall'Olmo Riley: School of Marketing - Kingston University Business School

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Abstract: Brand attitude data often are collected through free choice brand attitude questions. However, during a second interview, respondents to such questions are unlikely to repeat a positive answer they gave during the first interview, which makes individual answers unreliable even if the aggregate results are constant. A simple stochastic model explains this lack of reliability well. The authors validate the model using eight separate data sets and discuss its consequences for consumer targeting and market research.

Keywords: Attitude questions; Response reliability; Repeat rate; Beta distribution (search for similar items in EconPapers)
Date: 2005-09
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Citations: View citations in EconPapers (9)

Published in International Journal of Research in Marketing, 2005, 22 (3), pp.309-318. ⟨10.1016/j.ijresmar.2004.11.005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00818684

DOI: 10.1016/j.ijresmar.2004.11.005

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