Forced-Choice Recognition Tests: A Critical Review

Journal of AdvertisingPublished 1 October 1985

Surendra N. Singh, Catherine Cole

DOI10.1080/00913367.1985.10672958

Source URL

Citations38

SJR quartileQ1

SJR score4.46

SNIP2.89

Abstract

Abstract Abstract Recognition measures are commonly used to test the memory effects of advertisements. Unfortunately, there is a significant amount of response bias (particularly false claiming) involved with the simple "yes"/"no" type recognition tests currently being used by the advertising researchers. Recently a different procedure, called forced-choice recognition test, has been suggested as a means of removing the response bias. The present paper briefly reviews the past attempts made by the advertising researchers to secure a valid measure of recognition memory and then evaluates the efficacy of forced-choice recognition tests as a means of eliminating response bias in an advertising context.

Keywords

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