Forum: Comparing association grids and 'pick any' lists for measuring brand attributes

Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey.

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 &...

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