Including Don't know answer options in brand image surveys improves data quality

Sara Dolnicar and Bettina Grün

How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.

Including Don't know answer options in brand image surveys improves data quality

Sara Dolnicar

University of Queensland

Bettina Grün

Johannes Kepler University Linz

Introduction

Survey research is one of the major sources of knowledge and market intelligence. Yet measurements used in survey research are not as standardised and well calibrated as measurement instruments in the sciences: true values cannot be derived as easily from a survey question as from a thermometer, for example. It is therefore crucial for any survey researcher to understand the effects various questionnaire design options have on the final results of a survey study.

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