Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions

Gilles Laurent, Cam Rungie (), Fransesca Dall'Olmo Riley (), Donald Morrison and Tirthankar Roy
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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

Working Papers from HAL

Abstract: On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.

Keywords: survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research (search for similar items in EconPapers)
Date: 2011-05-30
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Published in 2011

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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00597025

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