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Recommended Reading: "A Comparative Empirical Analysis of Online Versus Mall and Phone Methodologies for Trademark Surveys"

Hal Poret, of InfoGROUP/ORC in New York City, offers for your beach-reading pleasure, an article in the latest Trademark Reporter entitled "A Comparative Empirical Analysis of Online Versus Mall and Phone Methodologies for Trademark Surveys," 100 Trademark Reporter 756 (May-June 2010). [pdf here].To quote Mr. Poret: "This article uses actual data from ... surveys to explore the many questions that arise concerning the reliability of online surveys in comparison with their well-accepted mall-intercept and telephone counterparts. Can the procedures designed to control the online process be as effective as the procedures used in mall-intercept and telephone interviewing? Are the differences among mall shoppers, telephone respondents, and online survey takers likely to result in substantively different responses to the same survey stimuli and questions concerning trademarks or trade dress? Do the criticisms most commonly leveled against online methodologies actually translate into any appreciable defects in the survey data that merit viewing online surveys with greater skepticism or affording them any less weight as evidence on trademark issues? A mere handful of surveys cannot fully answer these questions...continue to full post

Full post as published by The TTABlog on June 28, 2010 (boomark / email).