商标纠纷涉及消费者对商标的主观认知状态,消费者问卷调查是证明这种认知状态的最直接的证据。但由于问卷调查的客观性受多种因素的影响,该类证据在现实生活中发挥的作用非常有限。在美国司法中,对此首先注意的是克服传闻证据规则对消费者问卷调查证据适用的限制,在我国则要更多地关注如何科学地确定调查对象范围、选择调查人员、确定调查方式和程序以及分析调查结果等问题。 Trademark disputes involve consumers’ subjective perceptions of trademarks. Consumer surveys are the most direct evidence of such cognitive status. However, due to the objectivity of the questionnaire is affected by many factors, such evidence plays a very limited role in real life. In the American judicial system, the first thing to be noticed in this regard is to overcome the limitations of the hearsay rules on consumer survey evidence. In our country, we should pay more attention to how to scientifically determine the scope of the respondents, select the investigators, and determine the investigation methods and procedures As well as analysis of the findings and other issues.