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

C. Rungie, F. Dall'Olmo Riley, G. LAURENT, T. Roy, D. Morrison

International Journal of Research in Marketing

septembre 2005, vol. 22, n°3, pp.309-318

Départements : Marketing

Brand attitude data often are collected through free choice brand attitude questions. However, during a second interview, 15 respondents to such questions are unlikely to repeat a positive answer they gave during the first interview, which makes 16 individual answers unreliable even if the aggregate results are constant. A simple stochastic model explains this lack of 17 reliability well. The authors validate the model using eight separate data sets and discuss its consequences for consumer 18 targeting and market research