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

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.

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Year of publication:	2001-07-01
Authors:	LAURENT, Gilles ; RUNGIE, Cam ; DALL'OLMO RILEY, Francesca ; MORRISON, Donald G. ; ROY, Tirthankar
Institutions:	HEC Paris (École des Hautes Études Commerciales)
Subject:	survey reliability \| attitude measurement \| stochastic models \| beta-binomial model \| brand image \| market research

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Extent:	application/pdf
Series:	Les Cahiers de Recherche.
Type of publication:	Book / Working Paper
Language:	English
Notes:	The text is part of a series Les Cahiers de Recherche - Groupe HEC Number 735 34 pages
Classification:	D11 - Consumer Economics: Theory
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005011540