English, Article, Journal or magazine article edition: Measuring and modeling the (limited) consistency of free choice attitude questions LAURENT, Gilles; RUNGIE, Cam; DALL'OLMO RILEY, Francesca; ...

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Bookmark: http://trove.nla.gov.au/version/23030
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Measuring and modeling the (limited) consistency of free choice attitude questions
Author
  • LAURENT, Gilles
  • RUNGIE, Cam
  • DALL'OLMO RILEY, Francesca
  • MORRISON, Donald G.
  • ROY, Tirthankar
Physical Description
  • preprint
Notes
  • 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.
  • survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research
  • RePEc:ebg:heccah:0735
Language
  • English
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