Faculty of Business - Papers (Archive)

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

John R. Rossiter, University of WollongongFollow
Sara Dolnicar, University of WollongongFollow
Bettina Grun, Vienna University of Economics and Business, Johannes Kepler University

RIS ID

99728

Publication Details

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.

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.