Question

Topic: Research/Metrics

Brand Image Research

Posted by Anonymous on 6/27/2008 at 12:40 PM ET 250 Points
Hi, I need to conduct a phone interview to determine the brand image of a Social Club. So I begin with awareness of the brand and the others, but I want to know which questions or attributes should I use in order to know about the image of the brand? if anyone have made a similar research please let me know!

Thanks,
Adriana
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RESPONSES

  • Posted on 6/27/2008 at 3:45 PM Accepted
    It starts with a thing called "top of mind".... When I mention the words fast food, what's the first name that comes to mind?

    But, I have grave concerns about using a phone survey to measure brand affinity, engagement, awareness or anything for a social club. You understand, lots (hundreds) of completed surveys are required to make an accurate assessment? How big is your population of interest?
  • Posted by Jay Hamilton-Roth on 6/28/2008 at 9:23 AM Accepted
    Start with the end goal: what data do you want to have to make a decision? How will you know if your data is correct (and reproducible). Surveys can be used to get data or be used to influence (leading questions). The way you ask questions needs to be consistent and scripted to ensure accuracy and professionalism.

    https://www.questionpro.com/brand-equity.html
    https://ro.uow.edu.au/cgi/viewcontent.cgi?article=1072&context=commpapers
    https://www.nrc.hu/eng/services/imagesurveys
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