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

Author

Listed:
  • LAURENT, Gilles
  • RUNGIE, Cam

    (School of Marketing, University of South Australia)

  • DALL'OLMO RILEY, Francesca

    (School of Marketing, Kingston University Business School)

  • MORRISON, Donald G.

    (The Anderson School at UCLA)

  • ROY, Tirthankar

    (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.

Suggested Citation

  • LAURENT, Gilles & RUNGIE, Cam & DALL'OLMO RILEY, Francesca & MORRISON, Donald G. & ROY, Tirthankar, 2001. "Measuring and modeling the (limited) consistency of free choice attitude questions," HEC Research Papers Series 735, HEC Paris.
    • Handle: RePEc:ebg:heccah:0735
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

    Statistics

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