PUB - Publikationen an der Universität Bielefeld

In 2006, John, Loken, Kim, and Monga introduced Brand Concept Maps (BCM) as a new approach for measuring consumers’ brand associations in a standardized way. However, the approach in its original form requires personal interviews to be conducted in controlled lab situations. Due to the fact that the validity of market research studies strongly depends on generating large and representative samples, having to conduct personal interviews is a drawback and might hinder market researchers from fully exploiting BCM’s potential. Against this background, the paper describes challenges of applying the BCM approach in computer-aided interviews and proposes a way to implement BCM in this environment. In an empirical study, we compare BCM data from computer-aided and personal interviews. First results indicate high convergent validity between both data sets. Moreover, applying BCM seems promising because the overall interview length is significantly reduced while evoking a very similar level of associations and connections.