Gilles LAURENT, Cam RUNGIE, Francesca DALL'OLMO RILEY, Donald G. MORRISON and Tirthankar ROY
Additional contact information
Cam RUNGIE: School of Marketing, University of South Australia
Francesca DALL'OLMO RILEY: School of Marketing, Kingston University Business School
Donald G. MORRISON: The Anderson School at UCLA
Tirthankar ROY: University of Michigan Business School
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
JEL-codes: D11
34 pages, July 1, 2001
Full text files
2d65dd6c9d8ac8e5bed2155741d1ab58.pdf
Questions (including download problems) about the papers in this series should be directed to Antoine Haldemann ()
Report other problems with accessing this service to Sune Karlsson ().
RePEc:ebg:heccah:0735This page generated on 2024-09-13 22:19:52.