The most expansive and cohesive treatment of survey research and its use in the courts, this volume examines the many scientific and analytical issues involved. Written by Jack Jacoby, an expert in the construction, analysis, and application of trademark surveys in litigation, the book covers survey fundamentals; pre-survey considerations; designing, conducting, and reporting surveys; defining the universe; sampling issues; test settings and stimuli; questionnaire construction; implementing and gathering data; and aggregating, evaluating, and reporting survey findings. Includes case law commentary throughout.
Jacob Jacoby is Professor of Consumer Behavior and Retail Management at New York University's Stern Graduate School of Business in New York City. He has played a lead role in conducting more than 1,000 trademark, advertising, and patent surveys in support of litigation.