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| Author: | Hoek, J. Gendall, P. |
| Title: | David takes on Goliath: an analysis of survey evidence in a trademark dispute |
| Journal: | International Journal of Market Research
2003 : VOL. 45:1, p. 99-121 |
| Index terms: | Brewing industry Alcoholic drinks industry Trade marks Czech Republic |
| Language: | eng |
| Abstract: | The authors explore the robustness of the survey by evaluating its methodology in terms of the four errors and non-response error. This paper identify the serious criticisms levelled at the Budweiser survey, explored the judge's response to thee arguments, and suggest an alternative approach that could have ameliorated some of the criticisms. |
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