Measuring and modeling the (limited) consistency of free choice attitude questions
AbstractOn 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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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 735.
Length: 34 pages
Date of creation: 01 Jul 2001
Date of revision:
survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research;
Find related papers by JEL classification:
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
This paper has been announced in the following NEP Reports:
- NEP-ALL-2002-11-28 (All new papers)
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