Original paper
Including Don't know answer options in brand image surveys improves data quality
Volume: 56, Issue: 1, Pages: 33 - 50
Published: Jan 1, 2014
Abstract
How do respondents use the Don't know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats. Results indicate that Don't know options are primarily used when respondents genuinely cannot answer the question, as opposed to representing a quick, low-effort option to...
Paper Details
Title
Including Don't know answer options in brand image surveys improves data quality
Published Date
Jan 1, 2014
Volume
56
Issue
1
Pages
33 - 50
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