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No 735:
Measuring and modeling the (limited) consistency of free choice attitude questions

Gilles LAURENT, Cam RUNGIE, Francesca DALL'OLMO RILEY, Donald G. MORRISON and Tirthankar ROY

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; (follow links to similar papers)

JEL-Codes: D11; (follow links to similar papers)

34 pages, July 1, 2001

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