Quick, simple and reliable: forced binary survey questions

Sara Dolnicar, Bettina Grun, Friedrich Leisch
  • International Journal of Market Research, January 2011, WARC Limited
  • DOI: 10.2501/ijmr-53-2-231-252

What is it about?

This study shows that simple binary YES NO questions outperform some of the more popular answer formats.

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