Why the level-free forced-choice binary measure of brand benefit beliefs works so well

Rossiter, John R, Dolnicar, Sara and Grun, Bettina (2015) Why the level-free forced-choice binary measure of brand benefit beliefs works so well. International Journal of Market Research, 57 2: 239-256. doi:10.2501/IJMR-2014-048

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Author Rossiter, John R
Dolnicar, Sara
Grun, Bettina
Title Why the level-free forced-choice binary measure of brand benefit beliefs works so well
Journal name International Journal of Market Research   Check publisher's open access policy
ISSN 1470-7853
Publication date 2015-01-01
Year available 2015
Sub-type Article (original research)
DOI 10.2501/IJMR-2014-048
Volume 57
Issue 2
Start page 239
End page 256
Total pages 18
Place of publication Oxfordshire, United Kingdom
Publisher World Advertising Research Center
Collection year 2016
Language eng
Formatted abstract
The level-free version of the Forced-Choice Binary measure of brand benefit beliefs was introduced in a recent article in IJMR (Dolnicar et al. 2012) and was shown to yield more stable - hence more reliable and trustworthy - results than the shorter 'Pick-Any' measure and the longer '7-Point Scale' measure. The aims of the present article are (1) to explain how and why the Level-Free Forced- Choice Binary measure works so well, and (2) to point out its advantages over other belief measure formats - advantages that, importantly, include prevention of all forms of response bias.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
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