Comparing association grids and 'pick any' lists for measuring brand attributes
Duncan Rintoul and Homa Hajibaba
University of Wollongong, Australia
Sara Dolnicar
University of Queensland, Australia
Introduction
Brand image is often measured using the ‘pick any’ response format, in which respondents are presented with a list of attributes and asked to select all that apply to the brand in question. A number of recent studies on the measurement of brand-image association have raised concerns about the ‘pick any’ format, particularly due to the potential for evasion, under-reporting of associations and ambiguity of what ‘non-selection’ may mean (Dolnicar &...