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.
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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.
Perspectives
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.
Professor Sara Dolnicar
University of Queensland
Read the Original
This page is a summary of: 'Pick any' measures contaminate brand image studies, International Journal of Market Research, January 2012, WARC Limited,
DOI: 10.2501/ijmr-54-6-821-834.
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