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

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Author Info

  • 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)

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    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.

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    File URL: http://www.hec.fr/var/fre/storage/original/application/2d65dd6c9d8ac8e5bed2155741d1ab58.pdf
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    Bibliographic Info

    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 735.

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    Length: 34 pages
    Date of creation: 01 Jul 2001
    Date of revision:
    Handle: RePEc:ebg:heccah:0735

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    Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/
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    Related research

    Keywords: survey reliability; attitude measurement; stochastic models; beta-binomial model; brand image; market research;

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    References

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    1. Fisher, Franklin M, 1970. "Tests of Equality Between Sets of Coefficients in Two Linear Regressions: An Expository Note," Econometrica, Econometric Society, vol. 38(2), pages 361-66, March.
    2. Manohar U. Kalwani & Alvin J. Silk, 1982. "On the Reliability and Predictive Validity of Purchase Intention Measures," Marketing Science, INFORMS, vol. 1(3), pages 243-286.
    3. Manohar U. Kalwani & Donald G. Morrison, 1977. "A Parsimonious Description of the Hendry System," Management Science, INFORMS, vol. 23(5), pages 467-477, January.
    4. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer, vol. 16(3), pages 297-334, September.
    5. Frank M. Bass & Abel Jeuland & Gordon P. Wright, 1976. "Equilibrium Stochastic Choice and Market Penetration Theories: Derivations and Comparisons," Management Science, INFORMS, vol. 22(10), pages 1051-1063, June.
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