I need to conduct a phone interview to determine the brand image of a Social Club. So I begin with awareness of the brand and the others, but I want to know which questions or attributes should I use in order to know about the image of the brand?
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Jay’s Answer: Start with the end goal: what data do you want to have to make a decision? How will you know if your data is correct (and reproducible). Surveys can be used to get data or be used to influence (leading questions). The way you ask questions needs to be consistent and scripted to ensure accuracy and professionalism.