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.
There are...