Including Don't know answer options in brand image surveys improves data quality

Sara Dolnicar, Bettina Grun
  • International Journal of Market Research, January 2014, WARC Limited
  • DOI: 10.2501/ijmr-2013-043

What is it about?

Do not force respondents to answer survey questions which they are unable to answer.

Why is it important?

To understand something, you must be able to measure it validly. If you do not, results are wrong at best and misleading at worst.


Professor Sara Dolnicar
University of Queensland

The area of measurement in the social sciences is close to my heart. If we do not measure properly the things we want to understand, we can never learn anything about them at all.

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The following have contributed to this page: Professor Sara Dolnicar