In a survey of consumers in an Eastern European nation, respondents were asked two questions about each of 400 famous Western brands: whether or not they recognized the brand name and whether or not they thought the products bearing that name were of high quality  The results of the survey were a rating and corresponding rank order for each brand based on recognition, and a second rating-plus-ranking based on approval  The brands ranked in the top 27 for recognition were those actually available in that nation  The approval ratings of these 27 brands often differed sharply from their recognition ratings
By contrast, most of the other brands had ratings, and thus rankings, that were essentially the same for recognition as for approval
It is best to ask questions that a respondent can answer without fear of having gotten the answer wrong.