Should I include “None of the above” option?

“None of the above” option should be included in most marketing studies because it reflects actual market behaviour of not buying a product. Forced choice (i.e., where there is no “None of these” option and participants are forced to choose between alternatives) may be relevant in medical applications of conjoint analysis (e.g., when choosing treatment for a patient).

This question from our users was answered on 20 September 2019. If there is anything else you'd like to know, please do not hesitate to contact us.