search query: @indexterm response rate / total: 99
reference: 9 / 99
| 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. |
SCIMA