Skip to main content
placeholder image

Not offering don't know options in brand image surveys contaminates data

Conference Paper


Download full-text (Open Access)

Abstract


  • The aims of this study were to (1) understand the extent to which offering or not

    offering a Don’t know option has the potential of contaminating survey data, and

    (2) investigate the interaction between offering a Don’t know option and the

    verbalisation of scale points.

    Results from an experimental study with 196 online panel members confirm that

    substantial proportions of empirical data sets can be contaminated if Don’t know

    options are not offered to respondents who do not feel competent to assess an

    object under study due to lack of familiarity. The maximum extent of data

    contamination could not be determined because only one product category was

    examined. But the contamination for the less known fast food restaurant under

    study amounted to almost 20% of the data. Furthermore results show that using

    the typical Likert scale verbalisation of the middle point (“neither agree not

    disagree”) is often misinterpreted as a Don’t know option by respondents, thus

    increasing the risk of data contamination that cannot be corrected

    retrospectively.

    Practical recommendations for market researchers are derived from these results.

Publication Date


  • 2009

Citation


  • Dolnicar, S. & Rossiter, J. R. (2009). Not offering don''t know options in brand image surveys contaminates data. Australia and New Zealand Marketing Academy (ANZMAC) Conference (pp. 1-7). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3554&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2505

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Melbourne, Australia

Abstract


  • The aims of this study were to (1) understand the extent to which offering or not

    offering a Don’t know option has the potential of contaminating survey data, and

    (2) investigate the interaction between offering a Don’t know option and the

    verbalisation of scale points.

    Results from an experimental study with 196 online panel members confirm that

    substantial proportions of empirical data sets can be contaminated if Don’t know

    options are not offered to respondents who do not feel competent to assess an

    object under study due to lack of familiarity. The maximum extent of data

    contamination could not be determined because only one product category was

    examined. But the contamination for the less known fast food restaurant under

    study amounted to almost 20% of the data. Furthermore results show that using

    the typical Likert scale verbalisation of the middle point (“neither agree not

    disagree”) is often misinterpreted as a Don’t know option by respondents, thus

    increasing the risk of data contamination that cannot be corrected

    retrospectively.

    Practical recommendations for market researchers are derived from these results.

Publication Date


  • 2009

Citation


  • Dolnicar, S. & Rossiter, J. R. (2009). Not offering don''t know options in brand image surveys contaminates data. Australia and New Zealand Marketing Academy (ANZMAC) Conference (pp. 1-7). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3554&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2505

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Melbourne, Australia