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

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.

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

John R. Rossiter

University of Wollongong

Sara Dolnicar

The University of Queensland

Bettina Grün

Johannes Kepler Universitaet Linz

Introduction

Beliefs about the degree to which certain products and services possess particular attributes seen as benefits represent a prevalent and important construct in marketing research. Brand benefit beliefs form the empirical basis for many commonly used marketing analyses: multidimensional scaling (e.g. Green & Rao 1972); conjoint analysis (e.g. Green & Srinivasan 1978); and multi-attribute attitude models, which in marketing science are called subjective expected utility models (e.g. Fishbein...

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