European Business Schools Librarian's Group

Les Cahiers de Recherche,
HEC Paris

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
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

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