Applied Market Research final!RK

Sabrina Mahant Rebekah Kordich Austimn Carreiro

Applied Market Research

Deliverable 6A: Client Report

11/04/2015

Table of ContentsExecutive Summary..................................................................................................................... 2

Business Issues of the Client.......................................................................................................3

Statement of Research Objectives..............................................................................................3

Sample Plan................................................................................................................................. 1

Research Methodology:...............................................................................................................3

Research Results......................................................................................................................... 3

Research Analysis.................................................................................................................... 7

Executive SummaryAs a team of George Brown business students, we have expert knowledge of the George Brown community, campus and facilities. As members of become increasingly tech savvy

Page | 1

and using their own personal cellular devices for different reasons, as student body the issue is becoming that brands such as apple are not about to recognize what it takes to market to the St James Campus George Brown College students. By knowing this information this can result in improvement of the cellphone student experience at St. James campus in the following ways:

It will provide on what a student’s shopping environment is like What attracts certain age groups and how marketers can use that to their

advantage It will reduce the grey area when it comes to figuring out how the ideal brand

customer shops and what criteria’s go into what the purchase power is

Our Business Market Research Objectives

- To identify who the ideal customer would be and what do they prefer in their cellular devices

- Generate a better understanding on how consumers shop for this segment - To bring the most current and reliable market information to our clients

This document consists of the survey question that took place from March 8th, 2014- March 13th, the sample plan, results and summary of analysis. Overall these companies need to do better job at marketing towards certain type of individuals. They need to take into account that they do have a big market and they also need to include all different methods that will get them to the most consumers.

Page | 2

Business Issues of the ClientBackground

Mobile marketing is defined as “A set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through a mobile device or network” (MMA, 2008). Today is all about direct marketing, being able to get your product out there to the right individuals at the right time. The problem is that we run into these days is a lack of experience in figuring out who the ideal consumers are and why we haven’t targeted those individuals rather than mass media marketing. In order to look at consumer behaviors and what attracts a consumer to purchase, we need to take into account the connection a consumer has to a brand, how they behavior and what is the environment like. By conducting this report we want to see if we can figure what the consumer behaviors are and figure out if we can find a brand ambassador which is someone who is the ideal consumer for that company.

Statement of Research ObjectivesMarketing Research Problem: To analyze consumer preferences in cellular technology when comparing different companies

Marketing Problem: Defining elements which create an ambassador of a brand and who would be most beneficial to market too

Marketing Research Objectives:

- Identify the consumer preference- What the main criteria is for choosing this specific brand - Generate a better understanding on how consumers shop for this segment

We chose to do descriptive function because the question that we are trying to answer is to figure out what consumers prefer when it comes to cellphones. This type of research helps us to keep up with consumer changing needs and wants and to take action on an opportunity to figure out what consumers are looking for and what attracts them to certain companies. The information that we will be collecting for this project will be strictly based off consumer preferences in cellphones. We will be looking at the demographics, psychographics and behavioral of why consumers purchase from certain companies.

Study Design

Our report will be based off Descriptive research where we answer; who, what, when, where, and how. We want to figure out whether or not there is a relation between consumer preferences are and some common factor which would show why they prefer this brand so much. Descriptive research allows us to connect the dots between relationships and figure out some sort of conclusion. For the report we will be using surveys to answer our questions and collect data. Our sample size is 100 students:

Page | 3

- different age groups- male and female

- different backgrounds - Go to George Brown College

Areas of Questioning

- What types of Phones do they like - What makes them want to buy - Who is the decision maker- How did they hear about the brand - What they look for in a cellphone - What their occupation is

Page | 4

Data Analysis

We are going to create excel database of results, and using pivot tables use basic descriptive statistics with tabulations and cross tabulations. Report the data in PowerPoint with excel attachment

Personnel Involved

- Rebekah Kordich- Sabrina Mahant

- Austin C.

Specifications/ Assumptions

- Completed Interviews: 120- Type of Sample: Random students from George Brown College - Have a cellphone - Will have truthful and honest responses - Limiting our research to just cellphones - Data will be conscience and help with looking at consumer preferences

o There will be a correlation and variable to why consumers prefer a certain type

Our team will be doing our study based off what their cell phone preferences are to get a better understanding of who would be the brand ambassador for that company and who their ideal customer would be. We are not trying to figure out what their preferences in different technologies or what would happen if they had brought a cellphone that met all of the requirements. We are assuming that all of our consumers have different types of phones and that they have stayed. We are in line with time line completion of the project and the costs are in line with the original budget

Services

The research supplier will:

- Stay up to date with the schedule - Help with developing the questionnaire- Manage and make sure all other group members are on task - Analyze the data and help in preparing final report - Going out and distributing surveys - Keeping a checklist of what needs to be completed and what is already done - Making sure that everyone is involved

Sample PlanIntroduction

Our plan is to identify who the brand ambassadors would be for a specific cell phone brands. Given our goal statement and process modeling, we can now define a sampling plan. We will receive statistics over a period of a week and use these results to answer our business marketing research objectives.

In the process of making this sample plan there were certain constraints that we needed to take account of. First we needed to take into account that not everyone has a phone and that they won’t be able to meet our requirements. Second being able to get enough participants to complete the survey. Third, making sure that the answers we receive are valid, reliable and honest. In order for this survey to be affective we need to trust that our participants will answer these questions completely following our guidelines. Given these constraints, the following sampling plan was made.

Define the population at interest:

The defined population of interest includes: males, females, and other over the age of 18 who are currently studying at St James Campus of George Brown College. For this survey we require all students to have a cellphone; have a vast knowledge about the functions on their phone and how to use the different applications.

Demographic MalesFemalesage of 18-24

GeographicStudy at St. James Campus of George Brown College

Behavioural Vast knowledge about functions

Psychographic How to use different application

Choose a Data-collection method:

Our data collection methods include collecting information in person from our primary data source and using our secondary data as external references to help reach conclusions. The survey process will be done at St James Campus for a week during peak hours. We will hand out surveys to potential surveyors and give them 10-15 minutes to complete and submit the survey. Locations include; the King’s Lounge, student cafeteria, lounge and library. In order to make sure we get our target market, we are going to funnel down on all potential surveyors and ask screener questions at the beginning of the survey to make sure they qualify and meet our demographics we have laid out.

Page | 1

Identify a sampling frame:

Sampling frame that is outlined for this project includes our defined population of interest who own a cellphone. This sampling frame helps us to reduce bias, and make sure each potential participant has an equal chance. In order to figure out how we will include in this survey we are going to utilize a screener to filter out individuals that do not qualify, this includes:

- Individuals who don’t have a phone - Have not purchased phone within the last 2 years

We want to make sure in this report all individuals are represented and that no elements from outside the population of interest are present in the frame and finally all individuals can be found, the frame is organized in a logical fashion.

Select a sampling method:

The method we chose to use is nonprobability sampling where a specific elements from the population have been selected in a non-random manner. This is based on using people who are easily accessible and help us create qualitative results. We chose this format because non probability samples cost less than probability samples and we can gather information and statistics more quickly.

To be more specific we chose to go with convenience sampling in which samples are drawn at the convenience of research or interview as the study is being conducted. This type of sample can help us represent an efficient and effective means of obtaining the required information to help in creating results. This sample allows us to respond to more individuals in larger groups in a small amount of time.

Determine sample size:

In this research there will be 120 participants in order to make this research successfully; they will be taken from George brown college randomly. To avoid any risk we needed to take account of;

- Purposeful non randomness occurs when a samples plan systematically excludes or over represents certain subsets of the population

- Potential surveyors: each individuals is only accounted for once - Environment: no external aspects will affect the research

Page | 2

- Sample method chosen: By choosing this method we have to take account that our results is raw data and that we won’t be able to define a target population with any measure or precision.

Research Methodology:The purpose of this research is to look into who the brand ambassadors would be for different brands, the method chosen includes giving out surveys to each individual. The research was conducted from March 8th – March 13th. We had also conducted extra surveys for error purposes which had taken up 2 more days for our data collection. The research was conducted at George brown college at the St. James campus in the library, cafeteria and lounge this is where we assumed we would be able to get our target market and hit most of our demographic variables.

Research Results

Profile of Participants

The participants were asked Four questions to categorize them by Cell phone type, Gender, Age, and Year if Study at George Brown College. One hundred and seven surveys were collected the total sample size is one hundred and seven.

The classification questions include; Do you own a cell phone? and, Have you bought your cell phone within the last 2 years? Are all 100% answering A (yes). Any participants that selected B (no) for these questions were considered ineligible and were not included in our findings.

The following charts categorize the participants by Cell phone type Age, Gender, and Year if Study at George Brown College.

Classification Questions

Page | 3

During our survey there was almost an even split of participants with 49% female and 51% male.

The most individuals found were in between the age ranges of 17-20 with 34% and 21-24 with 37%, 25-28 with 20%, 29-32 with 6% and 33+ with 3%.

At St James campus most of the individuals found were in the first year with 29%, second year with 23%, third year with 22%, fourth year with 11%, and fifth year with 15%

Page | 4

51%49%

Gender Groups

Male Female

34%

37%

21%

6%3%

Age Ranges

17-20 21-24 25-28 29-32 33+

29%

22%22%

11%

15%

Year Of Study

1st 2nd 3rd 4th 5th

The most predominant cellphone types we found at George brown St James campus in a ranking includes; Apple with 47%, Android with 35%, Blackberry with 12%, Windows with 3% and other with 3%.

Hypothesis: The younger the phone users are the more likely they are to have a touchscreen phone such as an: IPhone, Android.

Page | 5

Android

Apple

Blackberry

Windows

Other

0 5 10 15 20 25 30

Types of Phone vs Gender: Male

Male

Android

Apple

Blackberry

Windows

Other

0 5 10 15 20 25 30 35

Types of Phone vs Gender: Female

Female

35%

47%

12%3%3%

Cellphone Types

Android Apple BlackberryWindows Other

Based on our analysis we realised that most of the individuals we surveyed especially male are more likely to try different types of phone rather than what’s in trend at the moment. 42% of the male demographic had android and 44% had apple, unlike female where the most popular phone was Apple with 58%.

Hypothesis: The phone users that use their devices for more hours per day are more likely to use their phones for purposes such as: entertainment, music and games.

With different age groups as you get older you use your phone for things other then entertainment and games. Between the 17-24 age ranges there was a bigger variety of what features appeal to them about their own phone. But as you start to move towards the high age groups such as 25-33 most individuals look for battery, camera and the memory of their phone.

Page | 6

17-20

25-28

32+

0 50 100 150 200 250 300

What features do you look for vs. Age Groups

AppsEntertainment MemoryCamera Battery Videos

Age

Gro

ups

Diff

ere

nt

featu

res

when s

ele

ct-

ing a

phone

Hypothesis: The phone users that use their devices for more hours per day are more likely to use their phones for purposes such as: entertainment, music and games.

Individuals who spend more than 5 hours on their phone are more likely to use their phones for music, games and entertainment rather than business and finance. While looking at the data numbers for this graph, individuals only use their phone for business and other when it’s necessary to their lifestyle, and most of the time it can play a huge role in purchasing a certain type of cellphone.

Research AnalysisAfter looking at the results of these data analysis, what we have realised is that women at the st James George brown college go for more trendier, physical and social aspects of a cellphone compared to men who go for the technology, games and whether or not they are able to keep it for a longer time also taking into account the connectedness and whether or not they can relate this into their everyday lives. Age does play a factor into the different types of phones that you use and the applications that are on it, the year of study on the

Page | 7

0

1

2

3

4

5

6

7

8

9

10

(blank)

0 20 40 60 80 100 120 140 160 180

Hours Spent vs. What Applications do you use the most ?

Count of 5.Business Count of 5.Entertainment Count of 5.Finance Count of 5.Music Count of 5.Other Count of 5.Games Count of 5.Food Count of 5. Health

Hours Spent

Diff

ere

nt

Typ

es

of

Ap

pli

cati

on

s

other hand doesn’t play a huge role, because it doesn’t affect why they chose that phone in the first place. Based off the business objectives the best way to look at the ideal customers, we decided to make business personas for who the ideal customers would be for apple, blackberry and android. Based of our data analysis we were able to generate a better understand on how consumers shop for this segment and tools and techniques for these companies to market towards them.

Persona 1:

Name: Kimberley White

Demographics: Female, 17-22, 2ND year study

Phone Types: Apple

Likes: Entertainment, Social media, Video/Camera, Apps, Aesthetics

Dislikes: Business Settings, Difficult to use or understand

Phone user characteristics: Cares about Physical Appeal, Speakers and easy to navigate. Most used apps include games, music, entertainment and videos

How we would market: Market through social media, Instagram, Twitter, Facebook and Word of Mouth, fashion magazines and different celebrities and individuals who they look up too.

Persona 2:

Name: John Smith

Demographics: Male, 22-24

Phone Types: Android

Likes: Apps, Games, Entertainment, Functionality, Durability




Persona 3:Page | 8

Name: John Smith

Demographics: Male, 22-24

Phone Types: Android

Likes: Apps, Games, Entertainment, Functionality, Durability




Appendix George Brown Cellphone Usage Survey – Post Test Questionnaire

Name_______________________________________________________________________________Program ____________________________________________________________________________

Page | 9

Hello, our names are Rebekah Kordich, Sabrina Mahant, Mohammed Tumi, James Ratcliff and Austin Carreiro. We are Marketing Research students from George Brown College. We are not trying to sell you anything– our only purpose is to conduct opinion research on cellular preferences. All your responses during our conversation today, answers written on will be kept strictly confidential and will only take 5-10 minutes to complete. May we ask you a few questions?

Instructions: Please fill in all the questions with your honest and truthful answers, if you have questions please ask for assistance

1. Do you own a cellphone? a. Yes b. No

2. Have you bought your phone within the last 2 years?

a. Yes b. No – (Please hand survey back to

researcher)

3. What type on phone do you have? a. Android b. Apple c. Blackberry d. Windows Phone e. Other _____________________________

4.How many hours do you spend on your phone per day?

5. How do you feel about the quality of your phones

Strongly Agree Agree Neutral Disagree Strongly Disagree

Battery Life

Easy Navigations Physically Appealing Strong Durability Touch Screens

Speakerphones

Touch- Free control

6. What applications do you use on your phone the most?

Books

Page | 10

(1) (2) (3) (4) (5) (6) (7) (8) (9) (10)

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○

Not at all likely to use

Extremely Likely to use

Business Not at all likely to use


Entertainment Not at all likely to use


Finance Not at all likely to use


Food Not at all likely to use


Health Not at all likely to use


Games Not at all likely to use


Music Not at all likely to use


Other_________Not at all likely to use


7. What features do you look for when selecting a phone? (Total to 100)

Apps _________________Entertainment _________________Memory _________________Camera _________________Battery _________________Other _________________ 8. If you were not on a contract would you keep the same phone? Cheap prices, easy to

navigate

Page | 11

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

+5+4+3+2+1

CHEAP PRICE -1-2

+5+4+3+2+1

Easy to Navigate

+5+4+3+2+1

High Quality-1

1 2 3 4 5 6 7 8 9 10 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○

9. a) If you were stuck in a 2 year contract would you

Break contract 1 Stay in contract 2 Upgrade to a better plan 3

Change plan completely 4

b) Once your contract is over would you? Keep the same phone 1 Upgrade to a better plan 2 Choose a new phone 3

10. What would you consider strengths and weaknesses of Cellphones?

Mean of Each Adjective Pair Adjective 1 1 2 3 4 5 6 7 8 9 10 Adjective 2

Loud ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ weak

Large ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ small

Flip ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ touch

High mega pixel ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ Low mega pixel

HD ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ 240

High gigabytes ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ Low Megapixel

11. Age Range?a. 17 -20b. 21-24c. 25-28d. 29+

12. Gender a. Male b. Female c. Other

13. Occupation

a. Food Industry b. Retail Industryc. Business Industryd. Construction Industry e. Medical Industry f. Other

Page | 12

+5+4+3+2+1

CHEAP PRICE -1-2

+5+4+3+2+1

Easy to Navigate

+5+4+3+2+1

High Quality-1

Thank you for your time

Page | 13

Date post:	07-Aug-2015
Category:	Documents
Upload:	rebekah-kordich
View:	31 times
Download:	1 times

Applied Market Research final!RK

Documents