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Full-Text Articles in Social and Behavioral Sciences
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
John Rossiter
Brand image measures using the typical "pick-any" answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations …
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
Not Offering Don't Know Options In Brand Image Surveys Contaminates Data, Sara Dolnicar, John R. Rossiter
John Rossiter
The aims of this study were (1) to understand the extent to which offering or not offering a Don’t know option has the potential of contaminating survey data, and (2) to investigate the interaction between offering a Don’t know option and the verbalisation of scale points. Results from an experimental study with 196 online panel members indicate that empirical data sets can be contaminated if Don’t know options are not offered to respondents who are unable to to assess an object under study. The maximum extent of data contamination could not be determined because only one product category was examined. …