Email to a Colleague Print Page|
Methodology - 2008 Brand Report
December 15, 2008
Based on Contract Magazine’s annual reader preference survey, KI improved its ranking in seven out of 10 categories. Those categories in bold show gains over last year making KI the most improved manufacturer among all major competitors. More details about the survey follow.
|Computer Support Furniture
|Healthcare Textiles (Pallas)
|Storage & Filing
The Methodology for the 2008 Contract Source Guide Brand Awareness Survey utilized telephone interviewing with an unbiased randomized sample drawn from the Contract subscriber database and a pre-qualified list of facilities professionals. The methodology assures an equal possibility of interview for each subscriber and establishes a statistically representative sampling of the subscribers. A total of 1,000 interviews were conducted in July and August 2008. The maximum margin of error is +/-5.8 percent, and the total survey margin of error is +/-3.1 percent at the 95 percent confidence level.
Of the 1,000 interviews conducted, 700 were conducted with Contract architects & designers and 300 with facilities professionals who were pre-qualified. The results were tabulated and percentages applied for each of 32 categories. Respondents were asked for the brand name of three top manufacturers they considered when purchasing or recommending products in each category, which provided the Brand Preference Awareness ratings. The brand name preferences were asked on an unaided basis.
The information is reported in the following segments for both the 2008 and 2007 study.
Total sample includes:
1. architects subscribing to Contract
2. designers subscribing to Contract
3. facilities professionals from a pre-qualified list of 7,042 obtained by Aspen Research
This study also provides a statistically valid comparison of the Contract Source Guide Brand Awareness Survey comparing 2007 and 2008, with an overall margin of error of +/-3.1 percent and a maximum error of 5.8 percent at the 95 percent confidence level.
Aspen Media and Market Research
Click here to view a complete listing of all categories.