Franklin Pierce Franklin Pierce CollegeCollege

Cellular ServiceCellular ServiceMarket Research Market Research

StudyStudy

Prepared by:Prepared by:

James ParrottJames Parrott

Greg DesmaraisGreg Desmarais

Anthony Giovanangelo Anthony Giovanangelo

IntroductionIntroduction There are many cellular phone service providers There are many cellular phone service providers

available around the United States available around the United States When students, faculty, and staff come to Franklin When students, faculty, and staff come to Franklin

Pierce College they hope that their cell phone will have Pierce College they hope that their cell phone will have service on campusservice on campus

Since cell phones are a vital part of the lives of many Since cell phones are a vital part of the lives of many students, faculty, and staff on campus, we have taken students, faculty, and staff on campus, we have taken the initiative to find out what services are most popular the initiative to find out what services are most popular

Our purpose is to identify if there is a demand for Our purpose is to identify if there is a demand for another cellular service tower on campusanother cellular service tower on campus

Research will help to improve the communication needs Research will help to improve the communication needs of students, faculty, and staff with poor serviceof students, faculty, and staff with poor service

Problem StatementProblem Statement

Research is necessary to determine if Research is necessary to determine if there is a demand from the Franklin there is a demand from the Franklin Pierce College community for Pierce College community for another cellular service tower on another cellular service tower on campus, other than the current U.S. campus, other than the current U.S. Cellular provider. Cellular provider.

Research ObjectivesResearch Objectives

1. Identify what cellular service provider is 1. Identify what cellular service provider is the most popular on campus.the most popular on campus.

2. Identify if students, faculty, or staff 2. Identify if students, faculty, or staff would be willing to switch service providers would be willing to switch service providers if alternatives were available.if alternatives were available.

3. Identify which alternate provider the FPC 3. Identify which alternate provider the FPC community would prefer to have access to community would prefer to have access to on campus.on campus.

Methodology Methodology Problem IdentificationProblem Identification

– Large proportion of the Franklin Pierce College Large proportion of the Franklin Pierce College community had poor cellular phone service community had poor cellular phone service

– Identified the problem through personal experiences and Identified the problem through personal experiences and input from other FPC students input from other FPC students

– Met with Marion Stone of Information Technology Met with Marion Stone of Information Technology Department with proposal for the research study Department with proposal for the research study

Development of SurveyDevelopment of Survey– After multiple drafts, survey was critiqued by both Dr. After multiple drafts, survey was critiqued by both Dr.

Little and the rest of the Market Research classLittle and the rest of the Market Research class– Purpose of survey was to determine if in fact there was a Purpose of survey was to determine if in fact there was a

demand for another cellular service tower on campus demand for another cellular service tower on campus other than the exist U.S. Cellular tower.other than the exist U.S. Cellular tower.

Methodology (cont.)Methodology (cont.)

Definition of PopulationDefinition of Population– Students, faculty, and staff of the Franklin Pierce College Students, faculty, and staff of the Franklin Pierce College

communitycommunity– 1680 students and 300 faculty/staff1680 students and 300 faculty/staff

Sample SizeSample Size– Non-probability convenience quota sampling method Non-probability convenience quota sampling method – 160 people surveyed overall160 people surveyed overall– 23 faculty/staff23 faculty/staff– 137 students137 students

35 Freshmen, 34 Sophomores, 34 Juniors, 34 Seniors35 Freshmen, 34 Sophomores, 34 Juniors, 34 Seniors

Data Collection MethodData Collection Method– Collected data by means of an 8 question surveyCollected data by means of an 8 question survey– As a group, hand collected each survey in classrooms As a group, hand collected each survey in classrooms

and dormitoriesand dormitories– Collection process took place between November 18-28 Collection process took place between November 18-28

20052005

AssumptionsAssumptions– Each survey was answered honestly Each survey was answered honestly – The people taken the surveys understood the vocabulary The people taken the surveys understood the vocabulary

and concepts within the surveyand concepts within the survey

Methodology (cont.)Methodology (cont.)

LimitationsLimitations– Small sample sizeSmall sample size– Limited amount of time did not allow group to gather a Limited amount of time did not allow group to gather a

larger sample size larger sample size – Determining how much weight to put on each subgroup Determining how much weight to put on each subgroup

of participantsof participants Focus on the subgroup that it would effect the mostFocus on the subgroup that it would effect the most

Methodology (cont.)Methodology (cont.)

Survey QuestionsSurvey Questions 1. Do you own a cellular phone?1. Do you own a cellular phone?

2. If “NO”, are you interested in purchasing a phone in the near 2. If “NO”, are you interested in purchasing a phone in the near

future? future?

3. What provider do you currently use?3. What provider do you currently use?

– Sprint/Nextel, Cingular, Verizon, U.S. Cellular, T-Mobile, OtherSprint/Nextel, Cingular, Verizon, U.S. Cellular, T-Mobile, Other

4. How would you rate your current service on campus? 4. How would you rate your current service on campus?

5. If your current service on campus is poor, would you be 5. If your current service on campus is poor, would you be

interested in switching service providers?interested in switching service providers?

6. If you answered “YES”, what service provider would you like 6. If you answered “YES”, what service provider would you like

available on campus?available on campus?

7. How are you affiliated with Franklin Pierce College?7. How are you affiliated with Franklin Pierce College?

– Student or Faculty/StaffStudent or Faculty/Staff

8. If you are a student, indentify you class standing.8. If you are a student, indentify you class standing.

Do you own a cellular phone?

141

19YES

NO

Results – Question Results – Question 11

If "NO", are you interested in purchasing a phone in the near future?

18

1 YES

NO

Results – Question Results – Question 22

35

26

57

10 112

05

1015202530354045505560

Nu

mb

er

of

Pe

op

le

Sprint/N

extel

Cingular

Verizon

U.S. Cellu

lar

T-MobileOther

What cellular service provider do you currently use?

Results – Question Results – Question 33

Descriptive Statistics

141 4 1 5 2.85 1.449

141

How would you rateyour current serviceon campus?

Valid N (listwise)

N Range Minimum Maximum Mean Std. Deviation

How would you rate your current service on campus?

32 20.0 22.7 22.7

40 25.0 28.4 51.1

9 5.6 6.4 57.4

37 23.1 26.2 83.7

23 14.4 16.3 100.0

141 88.1 100.0

19 11.9

160 100.0

Poor

Below Average

Average

Above Average

Excellent

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Results – Question Results – Question 44

32

40

9

37

23

0

5

10

15

20

25

30

35

40

Nu

mb

er o

f P

eop

le

Poor BelowAverage

Average AboveAverage

Excellent

How would you rate your current service on campus?

Results – Question 4 Results – Question 4 (cont.)(cont.)

If your current service on campus is poor, would you be interested in switching service providers?

44%

56%

YES

NO

Results – Question Results – Question 55

66

15

60

11

2

05

10152025303540455055606570

Nu

mb

er

of

Pe

op

le

What service provider would you like available on campus?

Results – Question Results – Question 66

Results – Question Results – Question 77

137

23

0102030405060708090

100110120130140

Nu

mb

er

of

Pe

op

le

Student Faculty/Staff

How are you affiliated with Franklin Pierce College?

Student Class Standing

3534

34 34

Freshman Sophomore Junior Senior

Results – Question Results – Question 88

What cellular service provider do you currently use? * How are youaffiliated with Franklin Pierce College? Crosstabulation

Count

29 6 35

24 2 26

48 9 57

9 1 10

10 1 11

2 2

122 19 141

Sprint/Nextel

Cingular

Verizon

U.S. Cellular

T-Mobile

Other

What cellularservice providerdo you currentlyuse?

Total

Student Faculty/Staff

How are you affiliatedwith Franklin Pierce

College?

Total

Cross Tabulation Cross Tabulation

#1#1

What cellular service provider do you currently use? * If you are a student, identify your classstanding. Crosstabulation

Count

12 3 5 9 29

4 4 12 4 24

8 14 12 14 48

2 2 3 2 9

4 4 1 1 10

1 1 2

30 27 34 31 122

Sprint/Nextel

Cingular

Verizon

U.S. Cellular

T-Mobile

Other

What cellularservice providerdo you currentlyuse?

Total

Freshman Sophomore Junior Senior

If you are a student, identify your class standing.

Total

Cross Tabulation #1 (cont.)Cross Tabulation #1 (cont.)

What cellular service provider do you currently use?

Other

T-Mobile

U.S. Cellular

Verizon

Cingular

Sprint/Nextel

Co

un

t16

14

12

10

8

6

4

2

0

If you are a student

Freshman

Sophomore

Junior

Senior

Cross Tabulation Cross Tabulation #2#2

What service provider would you like available on campus? * How areyou affiliated with Franklin Pierce College? Crosstabulation

Count

55 11 66

13 2 15

53 7 60

9 2 11

1 1 2

131 23 154

Sprint/Nextel

Cingular

Verizon

T-Mobile

Other

What serviceprovider wouldyou like availableon campus?

Total

Student Faculty/Staff

How are you affiliatedwith Franklin Pierce

College?

Total

What service provider would you like available on campus? * If you are a student, identify yourclass standing. Crosstabulation

Count

25 11 8 11 55

2 2 5 4 13

6 17 18 12 53

2 2 5 9

1 1

35 32 32 32 131

Sprint/Nextel

Cingular

Verizon

T-Mobile

Other

What serviceprovider wouldyou like availableon campus?

Total

Freshman Sophomore Junior Senior

If you are a student, identify your class standing.

Total

Cross Tabulation #2 (cont.)Cross Tabulation #2 (cont.)

What service provider would you like available on campus?

Other

T-Mobile

Verizon

Cingular

Sprint/Nextel

Co

un

t

30

20

10

0

If you are a student

Freshman

Sophomore

Junior

Senior

Cross Tabulation Cross Tabulation #3#3

What cellular service provider do you currently use? * How would you rate your current service on campus?Crosstabulation

Count

12 20 2 1 35

10 13 2 1 26

3 5 31 18 57

2 1 3 4 10

6 3 1 1 11

2 2

32 40 9 37 23 141

Sprint/Nextel

Cingular

Verizon

U.S. Cellular

T-Mobile

Other

What cellularservice providerdo you currentlyuse?

Total

PoorBelow

Average AverageAbove

Average Excellent

How would you rate your current service on campus?

Total

DiscussionDiscussion According to our overall results the majority of the campus According to our overall results the majority of the campus

community uses or would like to use Sprint/Nextel or community uses or would like to use Sprint/Nextel or Verizon as their service providerVerizon as their service provider– Literature stated that Verizon was the best overall service provider Literature stated that Verizon was the best overall service provider

while Sprint/Nextel wasn’t even mention among the top providerswhile Sprint/Nextel wasn’t even mention among the top providers

Although literature states that features and price are the Although literature states that features and price are the top two aspects looked at when buying a phone, study top two aspects looked at when buying a phone, study shows that more people are having to chose phones that shows that more people are having to chose phones that go along with the services that are available in the areas go along with the services that are available in the areas they livethey live

Study coincides with literature that it is hard to cover the Study coincides with literature that it is hard to cover the entire United States with most cellular services leaving entire United States with most cellular services leaving many dead spots in the less populated areasmany dead spots in the less populated areas

ConclusionsConclusions Research Objective 1 - Identify what cellular service Research Objective 1 - Identify what cellular service

provider is the most popular on campusprovider is the most popular on campus

Verizon was the most popular with 40.4 % Verizon was the most popular with 40.4 % – Of the 48 students that used Verizon only 8 were FreshmanOf the 48 students that used Verizon only 8 were Freshman

24.8 of the sample uses Sprint/Nextel24.8 of the sample uses Sprint/Nextel– Of the 29 students that used Sprint/Nextel 12 were FreshmanOf the 29 students that used Sprint/Nextel 12 were Freshman

18.4% of the sample uses Cingular18.4% of the sample uses Cingular

Research Objective 2 - Identify if students, faculty, or staff Research Objective 2 - Identify if students, faculty, or staff would be willing to switch service providers if alternatives would be willing to switch service providers if alternatives were available.were available.

Of the 149 people surveyed that had cell phones 44% said Of the 149 people surveyed that had cell phones 44% said they would be willing to change services if an alternate they would be willing to change services if an alternate provider was availableprovider was available

Data shows that a new service provider would attract a Data shows that a new service provider would attract a large number of the Franklin Pierce College community large number of the Franklin Pierce College community population to change services if it were availablepopulation to change services if it were available

Conclusions (cont.)Conclusions (cont.)

Conclusions (cont.)Conclusions (cont.) Research Objective 3 - Identify which alternate provider the Research Objective 3 - Identify which alternate provider the

FPC community would prefer to have access to on campusFPC community would prefer to have access to on campus

Sprint/Nextel was the most popular among all providers Sprint/Nextel was the most popular among all providers when asked what alternate service the FPC community when asked what alternate service the FPC community would most like to have access to on campus (42.9%)would most like to have access to on campus (42.9%)

Although Verizon already has above average service on Although Verizon already has above average service on campus, data showed that the FPC community would like to campus, data showed that the FPC community would like to have a tower as opposed to the current repeater already on have a tower as opposed to the current repeater already on campus to enhance servicecampus to enhance service

Recommendations Recommendations Construct a new Sprint/Nextel service Construct a new Sprint/Nextel service

tower on campus to better serve the tower on campus to better serve the FPC communityFPC community– 24.8% of sample already have 24.8% of sample already have

Sprint/NextelSprint/Nextel– 42.9% of sample would like to see 42.9% of sample would like to see

Sprint/Nextel available on campusSprint/Nextel available on campus

Inform incoming students of the best Inform incoming students of the best cellular services available on campuscellular services available on campus

QuestionsQuestions

??Thank you!Thank you!