Brand Tracking Survey Essay -- Business and Management Studies

Brand Tracking Survey This is a brand tracking survey that Steinlager beer might use. You leave see where you bottom of the inning insert your own product category and brand name. Notice how the questions go from broad to specific. Keep that formatif you add your own questions. Keep wholly of these questions Be awarethat in some situations, brand tracking whitethorn be concerned with whichproducts the brand reminds consumers of (when the brand is on multipleproducts), sort of of which brands the product reminds people of (aswe do here). Parts of this survey come fromKeller, Kevin way (1998), Strategic Brand Management Building,Measuring, and Managing Brand Equity, New Jersey prentice Hall,p382-383.You would conduct this kind of survey by telephone or in person. Theinterviewer can complete the questionnaire1. Alternatively, giverespondents a printed copy to complete, but hold on any pages thatmention the target brand until they have completed the start-off berth. Always begin w ith an introduction that tells who you are, what you aredoing and what you will ask them to do. character one like the one providedhere.Introduction Information for ParticipantsI am conducting a short interview on consumer opinions around certainproducts. This is part of my study about brands at the WaikatoManagement School. Im in Dr Carolyn Costleys class on BrandStrategy. The questions will take about ten minutes. You do not haveto answer them. If you do, I will combine your res...