Marketing Study of Consumer Brands

About this study:

The purpose of this study is to gain a better understanding about how people think about brands and how much they think brands are worth. You are being asked to participate because we are interested in what a wide range of people think about these issues.  The information you provide may lead to research findings that can be used to help companies create brands that are better-targeted at the real needs of consumers like you.

Instructions:

The survey consists of a series of statements.  For each statement, please select one answer that best reflects your perceptions or feelings.  There are no right or wrong answers to these questions.  Your opinions are important.  Please read the questions carefully and answer honestly.  You will notice that in each section a number of questions are very similar.  This is deliberate and is needed for statistical reasons.  Please respond to all questions on all pages.

Your participation is voluntary and you may withdraw at any time.  Your responses will not be used if you complete only part of the survey.  All responses you provide will be confidential and you will be anonymous.  Your right to privacy is important to the research team.

This survey is expected to take approximately 10 minutes to complete based on how long other people have taken when testing it.

Ethics statement:

This study adheres to the guidelines of the ethical review process of the Institutional Review Board Human Subjects Review Committee at Columbia University in the City of New York.  You are of course free to discuss your participation in this study with any member of the research team (please see contact details below).

Research team:

All members of the research team are doctoral candidates at the Columbia Business School.

General Instructions for Completing this Web Survey:

Once you are ready to commence the survey, please click the “Start” button below.  You can take as long as you like to complete the questions, but you must keep your browser window open and maximized.  At the end of the survey please follow the instructions to submit your responses.