Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions - HEC Paris - École des hautes études commerciales de Paris Access content directly
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Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions

Cam Rungie
  • Function : Author
  • PersonId : 902007
Fransesca Dall'Olmo Riley
  • Function : Author
  • PersonId : 902008
Donald G. Morrison
  • Function : Author
Tirthankar Roy
  • Function : Author

Abstract

On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to happen, even though all brands in a category benefit from the same reliability.
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Dates and versions

hal-00597025 , version 1 (30-05-2011)

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  • HAL Id : hal-00597025 , version 1

Cite

Gilles Laurent, Cam Rungie, Fransesca Dall'Olmo Riley, Donald G. Morrison, Tirthankar Roy. Measuring and Modeling the (limited) Consistency of Free Choice Attitude Questions. 2011. ⟨hal-00597025⟩

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