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

Journal Article


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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.

Authors


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

Publication Date


  • 2015

Citation


  • Rossiter, J. R., Dolnicar, S. & Grun, B. (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.

Scopus Eid


  • 2-s2.0-84925723333

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/1680/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/678

Has Global Citation Frequency


Number Of Pages


  • 17

Start Page


  • 239

End Page


  • 256

Volume


  • 57

Issue


  • 2

Place Of Publication


  • United Kingdom

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.

Authors


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

Publication Date


  • 2015

Citation


  • Rossiter, J. R., Dolnicar, S. & Grun, B. (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.

Scopus Eid


  • 2-s2.0-84925723333

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/1680/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/678

Has Global Citation Frequency


Number Of Pages


  • 17

Start Page


  • 239

End Page


  • 256

Volume


  • 57

Issue


  • 2

Place Of Publication


  • United Kingdom