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Deceptive Advertising Surveys

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Deceptive advertising surveys provide an analysis of whether, and to what degree, consumers have been misled, and also whether the allegedly deceptive element materially influenced consumers’ purchase decisions. In cases involving false advertising or deceptive messages, Ms. Harper develops and implements surveys to measure consumers’ response to advertising, packaging and labeling and other communications related to allegedly deceptive claims and messages.

Ms. Harper is skilled in designing and analyzing false advertising and deceptive advertising surveys, from the identification of the survey universe and development of control stimuli, to the design of question format and wording and the selection of the proper statistical analysis.

Ms. Harper's expertise is based on decades of experience leading the advertising and research departments and agencies for Fortune 500 corporations, including Walmart and UPS.

Deceptive Advertising Surveys must adhere to established principles and methods.

Ms. Harper follows the standards set by Dr. Shari Diamond, among others, to ensure the validity of her research studies. These include:

  • Appropriate universe selection and sampling frame
  • Rigorous and valid survey design that is probative of the relevant issues in the case
  • Inclusion of representative, qualified respondents
  • Use of procedures to minimize potential biases in data collection
  • Use of objective, non-leading questions
  • Use of procedures to reduce guessing among respondents, and
  • Full analysis and reporting of survey data

 

Professional Memberships

Trademark Infringement | Trade Dress Infringement | Misleading Advertising | Licensing | Defamation | Commercial Reasonableness | Likelihood of Confusion | Secondary Meaning | Genericness | IP Infringement | Consumer Surveys