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Sample Brand Tracking Survey

This document outlines questions that could be used in a brand tracking survey for McDonald's to measure consumer awareness, usage, judgments, perceptions, feelings, and resonance toward the brand. The survey would gather information on brand awareness, usage history, associations, attitudes, opinions, assessments of attributes and performance, imagery, feelings evoked, loyalty, and interest in the brand. Respondents would be asked about their familiarity with McDonald's, experiences eating there, and perceptions on various qualities and aspects of the brand.

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AlexanderDeFreitas
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777 views2 pages

Sample Brand Tracking Survey

This document outlines questions that could be used in a brand tracking survey for McDonald's to measure consumer awareness, usage, judgments, perceptions, feelings, and resonance toward the brand. The survey would gather information on brand awareness, usage history, associations, attitudes, opinions, assessments of attributes and performance, imagery, feelings evoked, loyalty, and interest in the brand. Respondents would be asked about their familiarity with McDonald's, experiences eating there, and perceptions on various qualities and aspects of the brand.

Uploaded by

AlexanderDeFreitas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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e.

Sample Brand Tracking Survey


Assume that McDonald's is interested in designing a short tracking survey. How might you set it up? Your tracking survey might
take the following form.

Interviewer: We're conducting a short interview to gather consumer opinions about quick-service or "fast-food" restaurant
chains.

Brand Awareness and Usage


a. What brands of quick-service restaurant chains are you aware of?
b. At which brands of quick-service restaurant chains would you consider eating?
c. Have you eaten in a quick-service restaurant chain in the last week? Which ones?
d. If you were to eat in a quick-service restaurant tomorrow for lunch, which one would you go to?
f. What if instead it were for dinner? Where would you go?
g. Finally, what if instead it were for breakfast? Where would you go?
h. Which are your favorite quick-service restaurant chains?

We want to ask you some general questions about a particular quick-service restaurant chain: McDonald's.

a. Have you heard of this restaurant? [Establish familiarity.]

b. Have you eaten at this restaurant? [Establish trial.]

c. When I say McDonald's, what are the first associations that come to your mind?

d. Anything else? [List all.]

Brand Judgments
We're interested in your overall opinion of McDonald's.

a. How favorable is your attitude toward McDonald's?


b. How well does McDonald's satisfy your needs?
c. How likely would you be to recommend McDonald's to others?
d. How good a value is McDonald's?
e. Is McDonald's worth a premium price?
f. What do you like best about McDonald's?
g. What is most unique about McDonald's?
h. To what extent do McDonald’s offer advantages that other brands cannot?
I. To what extent is McDonald's superior to other brands in the quick-service restaurant category?
j. Compared to other brands in the quick-service restaurant category, how well does McDonald's satisfy your basic
needs?

We now want to ask you some questions about McDonald's as a company. Please indicate your agreement with the following
statements.
McDonald's is ...

a. Innovative
b. Knowledgeable
c. Trustworthy
d. Likable
e. Concerned about their customers
f. Concerned about society as a whole
g. Likable
h. Admirable

1
Brand Performance
We now would like to ask some specific questions about McDonald's. Please indicate your agreement with the following
statements.
McDonald's ...

a. Is convenient to eat at
b. Provides quick, efficient service
c. Has clean facilities
d. Is for the whole family
e. Has delicious food
f. Has healthy food
g. Has a varied menu
h. Has friendly, courteous staff
i. Offers fun promotions
j.Has a stylish and attractive look K. Has high-quality food

Brand Imagery
a. To what extent do people you admire and respect eat at McDonald's?
b. How much do you like people who eat at McDonald's?
c. How well does each of the following words describe McDonald's?
Down-to-earth, Honest, Daring, Up-to-date, Reliable, Successful, Upper class, Charming, Outdoorsy
d. Is McDonald's a restaurant that you can use in a lot of different situations!
e. To what extent does thinking of McDonald's bring back pleasant memories?
f. To what extent do you feel that you grew up with McDonald's?

Brand Feelings
McDonald's gives you a feeling of ...

a. Warmth
b. Fun
e. Excitement
d. Sense of security or confidence
e. Social approval
f. Self-respect

Brand Resonance
a. I consider myself loyal to McDonald's.
b. I buy McDonald's whenever I can.
c. I would go out of my way to eat at McDonald's.
d. I really love McDonald's.
e. I would really miss McDonald's if it went away.
f. McDonald's is special to me.
g. McDonald's is more than a product to me.
h. I really identify with people who eat at McDonald's.
i. I feel a deep connection with others who eat at McDonald's_
j. I really like to talk about McDonald's to others.
k. I am always interested in learning more about McDonald's.
l. I would be interested in merchandise with the McDonald's name on it.
m. I am proud to have others know I eat at McDonald's.
n. I like to visit the Web site for McDonald's.
o. Compared to other people, I follow news about McDonald's closely.

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