'Pick any' measures contaminate brand image studies

Sara Dolnicar, John R. Rossiter, Bettina Grun
  • International Journal of Market Research, January 2012, WARC Limited
  • DOI: 10.2501/ijmr-54-6-821-834

What is it about?

This study shows that the "pick and" binary measure typically used in commercial market research is systematically biases towards lower agreement levels.

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