For Further Research (Groups) We learned in this chapter that when considering a product need, consumers have an evoked set of brands and a consideration set of brands. With some of your classmates, conduct a simple research study and explain your results using the following steps:

a. Select a product that students in college might purchase.

b. Develop a questionnaire that you will ask student participants to complete. The questionnaire should ask students to list all of the brands of the product you have selected that they are aware of. Give them at least five minutes to complete this question.

c. Then, ask them to tell you which ones they would seriously consider buying if they were going to make a purchase today.

d. Develop a report using the results of the survey.

What conclusions can you draw from the research?