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“Pick-any” measures contaminate brand image studies

Journal Article


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Abstract


  • Brand image measures using the typical “pick-any” answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations and is therefore recommended as the optimal answer format for brand image studies.

Authors


  •   Dolnicar, Sara (external author)
  •   Rossiter, John R.
  •   Grun, Bettina (external author)

Publication Date


  • 2012

Citation


  • Dolnicar, S., Rossiter, J. R. & Grun, B. (2012). “Pick-any” measures contaminate brand image studies. International Journal of Market Research, 54 (6), 821-834.

Scopus Eid


  • 2-s2.0-84870583805

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3967&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2907

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 821

End Page


  • 834

Volume


  • 54

Issue


  • 6

Place Of Publication


  • United Kingdom

Abstract


  • Brand image measures using the typical “pick-any” answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations and is therefore recommended as the optimal answer format for brand image studies.

Authors


  •   Dolnicar, Sara (external author)
  •   Rossiter, John R.
  •   Grun, Bettina (external author)

Publication Date


  • 2012

Citation


  • Dolnicar, S., Rossiter, J. R. & Grun, B. (2012). “Pick-any” measures contaminate brand image studies. International Journal of Market Research, 54 (6), 821-834.

Scopus Eid


  • 2-s2.0-84870583805

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3967&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2907

Has Global Citation Frequency


Number Of Pages


  • 13

Start Page


  • 821

End Page


  • 834

Volume


  • 54

Issue


  • 6

Place Of Publication


  • United Kingdom