Eliminating order effects in association tasks without using randomisation

Ian Durbach and Gareth Lloyd

It has often been observed that changing an item’s position in a list can substantially affect the probability that it is chosen.

Eliminating order effects in association tasks without using randomisation

Ian Durbach

University of Cape Town, African Institute for Mathematical Sciences, and Ipsos Laboratories

Gareth Lloyd

Ipsos Laboratories

Brand-attribute association questions are ubiquitous in commercial marketing research. These typically require respondents to indicate which brands they believe possess certain properties or attributes, with the aim of establishing which brand characteristics are important to people in a market and measuring perceptions of brand performance on these characteristics. Strategy then involves maintaining or increasing brand performance on important attributes or identifying brand strengths that may not be...

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