2. 3-4 Brands
60%
5 + Brands
30%
1 Brand
6%
2 Brand
4%
1…
Number of Brands In Consideration Set
3. Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
75%
60%
58%
40%
36%
20%
First or Second Choice
Consider
25
10
20
10
16
7
80%45
First/Second Choice Brands in Consideration Set
6. Questionnaire Content
• Questions will be 95% structured and 5%
unstructured (openended)
• Classification Data:
– Gender
– Employment Status
– Student Status
– Does the respondent have children?
7. Awareness
1. What is the first brand
name you can think
of?
2. Name all cell phone
brands that come to
mind.
Usage
1. How often do you
purchase?
2. Why do you purchase?
3. What do you use your
phone for the most?
4. Which phone features
do you use the most?
8. Advertising Effectiveness
1. In the past month, how
often have you seen,
heard, or read of the
following brands?
2. Have the ads attracted
your attention?
3. Can you remember the
brand the ad was
advertising?
Impressions
1. What Features Attract you
to the product?
(Bluetooth, Camera Quality,
Touch Screen)
2. Rate Brand Attributes and
Factors.
3. Satisfaction of Cell Phone
Attributes.
4. General Opinions
9. Methodology
1. Survey Monkey will be
used to conduct the online
questionnaire.
2. Participants will be
contacted via Facebook and
email. . 125 Surveys will be
collected, 25 per researcher.
4. Timing: 10 minutes or less.
5. Geographical Coverage:
United States
Criteria to Participate:
1. Born between 1988-1993
2. Ages: 17-22
3. Used cell phone within the
past month
4. Quotas for Key Subgroups:
-High School Students
-College Students
-Armed Forces
-Worker/Other
10. Brand Saliency
Total Awareness
Brand Consideration
Considered Brand (Top 3)
Brand Usage
Past Month
Most Often
I I I I
From Aware to Consider
I I I I
