One of our current
students, working on an internship at one of our Advisory Board firms, has asked
me the following question:
In a consumer survey
he intends to ask about awareness of competitive brands in a category, both
unaided and aided. He will ask the aided question only if the focal brand is not
mentioned in the unaided question. The question is, how should the responses to
the two questions (% naming unaided and % agreeing aided) be combined to
obtain a single awareness measure for the focal brand? Is there even a rationale
for doing such a combination?
Thanks for thinking
about this one, too.
Regards,
John