brand report

BRAND AUDIT SURVEY

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Survey method types

• Person-administered surveys • Trained interviewer asks questions and records answers

• Telephone-administered surveys • Telephone interviews and computer-assisted telephone

interviewing (CATI)

• Self-administered surveys • Respondent reads the survey and records his responses without

the presence of an interviewer

• Online-administered surveys • Web-based and email surveys, online panels, computer assisted

etc.

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Online surveys tools • Survey monkey

• Google forms

• Survey gizmo

• Qualtrics

• Sogo survey

• Typeform

Another other tools also ok

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Scale formats • Research questions dictate which scale levels and scale

formats that a researcher should use.

• Likert scales • Scale asking respondents to indicate the extent to which they

agree or disagree with a series of mental or behavioural beliefs about a given object.

• Scale is usually balanced between agreement and disagreement scale points (five to seven descriptors).

• By summing the weights associated with the scale statements, the researcher can tell whether a person’s attitude towards the object or concept is positive or negative.

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Likert scales example

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Semantic differential scales example

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Scale formats • Behaviour intention scale

• A special type of scale designed to capture the likelihood that people will demonstrate intent towards purchasing an object or service in the future time frame

• Consumers make a subjective judgment on their likelihood of buying a product or taking a specified action

• e.g. purchase intent, shopping intent, usage intent

• Other scale formats • Non-comparative scales

• A scale format that requires a judgment without reference to another object, person or concept (e.g. preference for Coke on a one to six Likert scale)

• Comparative scales • A scale format that requires a judgment comparing one object, person or concept

against another on the scale (e.g. Do you prefer Pepsi or Coke? )

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Behaviour intention scales example

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Non-comparative scales example

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Comparative scales example

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Designing a Questionnaire

• https://www.youtube.com/watch?v=FkX-t0Pgzzs

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Question developing guidelines

• Questionnaire questions SHOULD: • use familiar language • be grammatically simple • be interpreted in the same way by all respondents • be brief.

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Question developing guidelines continued

• Questionnaire questions SHOULD NOT: • be worded ambiguously • ask something beyond the respondent’s knowledge • lead the respondent to provide a particular response • require the respondent to guess • use words that exaggerate the circumstances • be double-barrelled • be centred on a specific example to assess a

general case • require respondent to recall specific details or

events when only general issues are likely to be remembered.

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Brand Awareness Questions

Examples

Which brands of “product category” are you aware of/last use? (open-ended)

Which brand of “product category” is your favourite? (open-ended)

Have you heard of brand “x”? Yes/No/Unsure

Have you tried brand “x”? Yes/No/Unsure

What are the first associations that come to your mind when you think of brand “x”? (open-ended)

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Brand Performance Questions

How would you rate these brands on… Brand X Competitor 1 Competitor 2 Attribute 1 (e.g. convenience) Attribute 2 (e.g. quality) Attribute 3 (e.g. value for money) Attribute 4 (e.g. availability/accessibility) Attribute 5 (e.g. variety) Attribute 6 (e.g. staff/service) Attribute 7 (e.g. promptness) Attribute 8 (e.g. appearance)

Measure on at least 7-8 tangible aspects of the brand

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Brand Imagery Questions

To what extent do you agree with the following statements?

Brand X Competitor 1 Competitor 2

I want to be like the people who use this brand I look up to the people who use this brand I like the people who use this brand This brand is exciting This brand is competent This brand is sincere This brand is sophisticated This brand is rugged

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Brand Judgment Questions

To what extent do you agree with the following statement?

Brand X Competitor 1 Competitor 2

I really like this brand This brand satisfies all my needs I feel this brand is superior to other brands This brand is worth every cent I would pay a premium for this brand This brand offers a lot of advantages compared to other brands I would recommend this brand to others

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Brand Resonance Questions

To what extent do you agree with the following statement?

Brand X Competitor 1 Competitor 2

I am very loyal to this brand I buy this brand whenever I can I feel very connected to this brand I always promote this brand on social media I like to talk about this brand with others I follow all the news and events related to this brand I am proud to tell others that I use this brand