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

Volume: 22, Issue: 3, Pages: 309 - 318
Published: Sep 1, 2005
Abstract
Brand attitude data often are 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, which makes individual answers unreliable even if the aggregate results are constant. A simple stochastic model explains this lack of reliability well. The authors validate the model using eight separate data sets and...
Paper Details
Title
Measuring and modeling the (limited) reliability of free choice attitude questions
Published Date
Sep 1, 2005
Volume
22
Issue
3
Pages
309 - 318
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.