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


  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Cam Rungie

    () (School of Marketing - University of South Australia)

  • Fransesca Dall'Olmo Riley

    () (School of Marketing - Kingston University Business School)

  • Donald Morrison
  • Tirthankar Roy


Brand attitude data often are collected through free choice brand attitude questions. However, during a second interview, respondents to such questions are unlikely to repeat a positive answer they gave during the first interview, which makes individual answers unreliable even if the aggregate results are constant. A simple stochastic model explains this lack of reliability well. The authors validate the model using eight separate data sets and discuss its consequences for consumer targeting and market research.

Suggested Citation

  • Gilles Laurent & Cam Rungie & Fransesca Dall'Olmo Riley & Donald Morrison & Tirthankar Roy, 2005. "Measuring and modeling the (limited) reliability of free choice attitude questions," Post-Print hal-00818684, HAL.
  • Handle: RePEc:hal:journl:hal-00818684
    DOI: 10.1016/j.ijresmar.2004.11.005
    Note: View the original document on HAL open archive server:

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    Cited by:

    1. Rossiter, John R., 2010. "Consumer protocol evidence against Ehrenberg’s “stochastic” theory of brand associations," Australasian marketing journal, Elsevier, vol. 18(1), pages 36-40.
    2. Dolnicar, Sara & Rossiter, John R., 2008. "The low stability of brand-attribute associations is partly due to market research methodology," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 104-108.
    3. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    4. Elpida TENIDOU & Dimosthenis PAPPAS & Ioannis KAZANIDIS & Stavros VALSAMIDIS, 2016. "The Usage Of E-Commerce In The Area Of Evros, Greece," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 15(2), pages 3-19.


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