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...