Which of the following is a limitation of using surveys to measure brand awareness?

Using surveys to measure brand awareness has certain limitations, and one significant limitation is the potential for respondent bias. This bias occurs when the attitudes, beliefs, or behaviors of respondents influence their answers, leading to data that may not accurately represent the true awareness or perception of a brand. For instance, respondents may provide socially desirable answers rather than their actual feelings towards a brand, or they might misunderstand the questions, resulting in skewed data.

In contrast, providing real-time data is an advantage of surveys, as they can capture current opinions of consumers. Similarly, being cost-effective can also be a benefit, especially when compared to other data collection methods. While requiring online access might limit participation for some demographics, the potential for respondent bias remains a key limitation because it undermines the reliability and validity of the survey findings. Thus, recognizing and addressing respondent bias is crucial for obtaining accurate measures of brand awareness through surveys.