Comparing association grids and 'pick any' lists for measuring brand attributes

Rintoul, Duncan, Hajibaba, Homa and Dolnicar, Sara (2016) Comparing association grids and 'pick any' lists for measuring brand attributes. International Journal of Market Research, 58 6: 779-794.

Author Rintoul, Duncan
Hajibaba, Homa
Dolnicar, Sara
Title Comparing association grids and 'pick any' lists for measuring brand attributes
Journal name International Journal of Market Research   Check publisher's open access policy
ISSN 1470-7853
Publication date 2016-11-30
Year available 2016
Sub-type Article (original research)
Open Access Status Not yet assessed
Volume 58
Issue 6
Start page 779
End page 794
Total pages 16
Place of publication Henley-on-Thames, Oxfordshire United Kingdom
Publisher World Advertising Research Center
Collection year 2017
Language eng
Abstract Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
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Created: Tue, 07 Mar 2017, 15:13:56 EST by Homa Haji Baba on behalf of UQ Business School