Why the Level-Free Forced-Choice Binary Measure of Brand Benefit Beliefs Works So Well. (March 2015)

• Record Type: Journal Article
• Authors: Rossiter, John R.; Dolnicar, Sara; Grün, Bettina
• Is Part Of: International journal of market research. Volume 57:Number 2(2015)
• Page Start: 239
• Page End: 256
• Publication Date: 2015-03
• Subjects: Marketing research -- Periodicals; 658.8305
• DOI: 10.2501/IJMR-2014-048
• Languages: English
• ISSNs: 1470-7853

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.