Conceptual Research Framework

As part of my dissertation thesis I aimed to address and mitigate the bias often present in aided brand recall and recognition questions, in the context of identifying sponsors at the UEFA EURO 2024 tournament. This study aimed to make a significant contribution to market research by understanding how current aided recall and brand recognition questions can negatively influence and bias the results. The conceptual research framework provides an additional thread of marketing theory to generate more accurate levels of brand recall and recognition. The framework illustrates examples of current methods used to measure unaided, and aided brand recall and recognition and proposes two new approaches. The first involves providing participants with a prompt that is unrelated to the target brand and the second proposes that participants must describe elements of the advertisement to prove their brand recognition.