search query: @indexterm reliability / total: 243
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Author: | Rungie, C. (et al.) |
Title: | Measuring and modeling the (limited) reliability of free choice attitude questions |
Journal: | International Journal of Research in Marketing
2005 : SEP, VOL. 22:3, p. 309-318 |
Index terms: | consumer behaviour attitudes marketing brands response rate reliability models |
Language: | eng |
Abstract: | Brand attitude data are often 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. This makes individual answers unreliable even if the aggregate results are constant. A simple stochastic model explains this lack of reliability well. The model is validated through 8 separate data sets. There is discussion on consequences for consumer targeting and market research. |
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