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Apple StudyMatthew CrawfordColleen HooverBrook MartinKristi MeierKevin ScheckTyler Torcivia
Marketing 430: Marketing ResearchDecember 3, 2015
Table of Contents Executive summary…………………………………………………..Slide 3
Goals of the study……………………………………………….Slides 4-6
Survey design & respective findings………….Slides 7-17
Conclusions & recommendations……………..Slides 18-20
Limitations of research efforts…………………………..Slide 21
Follow-up study suggestions……………………………..Slide 22
References/citations………………………………………….….Slide 23
Appendix…………………………………………………………..….Slide 24-29
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Executive Summary◇ In the fall of 2015, 51 students (53%females,
47%males) from Shippensburg University of MKT 430: Marketing Research were participants in a group survey that was about Apple and their products.
◇ Objective: -To demonstrate the research process.◇ Study method:
-Focus group surveys.◇ Key results:
-Apple was rated very high and was very liked.◇ Conclusion/marketing recommendations:
-To gather a sample size with equal amounts of each gender.
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Goal # 1To determine possible percentage of Apple users compared to competitors.
1
4
Goal # 2 To determine what features are liked most by consumers and the satisfaction rating.
2
5
Goal # 3To determine how consumers feel and their psychological motivations toward Apple.
3
6
Survey Design
◇ Target population: -College students in MKT 430: Marketing
Research.◇ How many respondents completed the survey: -51 participants completed the survey.◇ Key Sample demographics: -Out of 51 respondents, 27 women (53%) 24
men (47%) and the average age of the respondents was 21.2 years.
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“◇ Participants were asked to allocate 100 points among
top cell phone brands in which they felt it reflected their popularity.
-This graph represents the averages totaled by the 51 respondents.
Goal # 1
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Sample: Popularity of Cell Phone Brands
◇ We chose to obtain this specific information because we wanted to be able to tell the difference between each rank.
◇ By asking the respondents to allocate points we were able to tell that Apple is seen by the respondents as the clear leader in the industry by obtaining 54 points, compared to the next best brand (Samsung at 20 points).
◇ The chart also reveals that Apple only has one genuine competitor (Samsung).
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Sample: Preferred Brand of Cell Phone Manufacturer
◇ Participants were asked to rank the following cell phone manufacturing brands on a scale of 1 to 8.
-1 signifies the best brand & 8 signifies the worst brand.
Apple Samsung LG HTC MicrosoftMotorola Sony Blackberry1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
1.1
2.1
4.3 4.45.0
5.56.4
6.7
Comparative-Rank Order Scale
Best
Bra
nd---
------
Wor
st B
rand
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“◇ We chose Rank-Order Scaling to gain further
knowledge of consumer perception and how they see each cell phone manufacturing brand within the industry.
◇ By asking respondents to rank several brands in order of preference, we were able to see that Apple is the clear leader in the industry with an average rank of 1.1, followed closely by Samsung (2.1).
Chart Summary: Rank-Order Scale
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Goal # 2
◇ Participants were asked to rate their liking of these features used on iPhone compared to Apple’s competitors.
-1 represents dislike and 10 represents like very much.
0.1
1
10
8.2 7.57 6.24 6.29 5.2
Liking
Features
Touch screenFinger scanning
SiriiCloud storage over devices
Apple watch
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Chart Summary (non comparative Likert Scale)
◇ This type of scale gives us a good idea on how the respondents view the features of the iPhone and on a scale of 1 to 10 how they like these features.
◇ This also helps us see how they feel about these features which shows us how people feel about the product itself.
◇ Most respondents rated Apple very highly from the data collected on the high liking averaged on the Likert Scale, (Android vs. iPhone).
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Sample: How do you feel toward Apple Products
◇ Participants were asked to answer each question on Apple products on a 1 to 5 scale.
-1 signifies they strongly disagree and 5 signifies they strongly agree.
1.002.003.004.005.00
4.24 4.18 3.92 3.96 4.43
Psychological Motivations
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Chart Summary: Likert Scale
◇ We chose a Likert Scale approach because it allows us to see how respondents feel about our questions in a rating reaction.
◇ By asking respondents to rate each question with how they felt, it enabled us to see a pattern.
◇ It is known with the averages shown that Apple products were rated high.
◇ The overall average of the scores were 4.15.◇ Therefore most respondents rated Apple high.
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◇ Participants were asked to mark an x in the area that they feel is most accurate for them. Ranging from 1 to 7.
◇ The first was rated from happy to sad, the second was happy to annoyed and the third was from warm to cold.
Goal # 3
1
2
3
4
5
6
7
2.7252.431
Psychological Motivation
iPhone release
Hap
py --
------
------
------
------
-----
Sad
Apple feelings
12
34
5
6
7
4.42
Psychological Motivation
Using Apple productsWar
m --
------
------
------
------
------
---- C
old
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Chart Summary: Semantic Differential Scale
◇ We used this scale to demonstrate information that was not presented in the rest of the survey.
◇ In this case, we used a scale from happy to sad, happy to annoyed and warm to cold.
◇ Intervals describes the nature of information within numbers assigned to variables.
◇ This kind of scale allows us to dig deeper into the feelings that the respondents had.
◇ By looking at the results, respondents feel happy about Apple products being released and temperature does not seem to effect the usage of their products. 1
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Conclusions & Recommendations
◇ In conclusion, the constant sum scale question did a great job of providing information for our first goal so that we could determine the exact difference between each brand.
◇ One recommendation we would consider for our survey would be to not include any open-ended questions because they did not gather the information we needed or were looking for.
-According to surveymonkey.com you have to cater to your audience, by taking out those questions, we will make our survey more enjoyable for the respondent.
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Conclusions & Recommendations
◇ When analyzing our three goals, the ranking scale proved effective in discovering the strength of competitive rivalry amongst each manufacturer.
-90% of respondents stated their favorite cell phone manufacturer was Apple.◇ To further improve our survey, gathering a
sample size including equal numbers from each gender (50/50) would prove more effective while analyzing the results.
-Our survey included an uneven split in gender among respondents. 1
9
Conclusions & Recommendations
◇ “Test your survey with a smaller group of participants before sending it out to your entire target population. By doing so, you’ll be able to identify any issues that may exist with your survey or your contact list and fix them before your survey goes out. Doing a pilot test will also give you a general idea of what you can expect to see as an overall response rate from the full list,” (itbusinessedge.com).
◇ We feel this would be valuable for our survey and would allow us to tailor to our target market better.
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Limitations of Research
◇ The improvements that we should make would be having the sample size larger to get a wider range of survey questions.
◇ Also, the questions we asked could be more focused to get more of a perception on how the participants really felt about Apple.
◇ Constraints of the number of people we surveyed really put a hindrance on our outcomes in surveys.
◇ There was no real age differentiation, because all the participants were college students.
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Follow-up Study Suggestions◇ A follow up study could be
that we give the survey to different people ranging from ages 15 to 60.
◇ Also try and have an even amount of men vs. women.
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References/Citations
◇ Android vs. iPhone, (2012). Consumer Reprots,77(1), 32-33. Slide 13
◇ 10 Tips to Improve Your Online Surveys | Survey Monkey Blog. (2012, April 13). Retrieved December 3, 2015. Slide 18
◇ Eleven Easy Ways to Improve Your Survey Response Rates. (N.D.). Retrieved December 3, 2015, from http://www.itbusinessedge.com/slideshow/show.aspx?c=90577&slide=6. Slide 20
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Appendix◇ MKT 430: Quantitative Group Survey
◇ Demographic questions: Please circle one from each of the options below.
◇ Age: 17-19, 20-21, 22-24, 25 and above
◇ Sex: Male or Female
◇ Income: Under $10,000/yr, between $10,000 and $25,000, between $25,000 and $35,000, above $35,000
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Appendix
◇ 1. Rank each cell phone manufacture in order of popularity in your eyes. Starting with the most popular at the top, working down to the least popular at the bottom. The brands are Samsung, Apple, LG, Motorola, HTC, Microsoft, Sony, and Blackberry.
◇ ____________◇ ____________◇ ____________◇ ____________◇ ____________◇ ____________
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Appendix◇ 2. On a scale of 1-5 answer these questions (1
being strongly disagree and 5 being strongly agree).
◇ • Apple products make me happy. (1) (2) (3) (4) (5)◇ • Having an Apple product makes me feel
accepted. (1) (2) (3) (4) (5)◇ • Apple products are reliable.
(1) (2) (3) (4) (5)◇ • Apple products are better than Android
products. (1) (2) (3) (4) (5) ◇ • Having an Apple product makes life more
simple for me. (1) (2) (3) (4) (5)
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Appendix
◇ 3. Allocate 100 points among the following brands in which you feel reflects their popularity. The more popular you feel a brand is the more points you will give them.
◇ Brands: ◇ Samsung Motorola ◇ Apple Microsoft ◇ HTC LG ◇ Sony Blackberry
◇ 4. How does Apple Products compare to other
brands like Samsung? 27
Appendix
◇ 5. On a scale of 1-10, please rate your liking of these features used on iPhone compared to Apple’s competitors (1=dislike and 10=like very much)
◇ Touch screen (1) (2) (3) (4) (5) (6) (7) (8) (9) (10)
◇ Finger scanning (1) (2) (3) (4) (5) (6) (7) (8) (9) (10)
◇ Siri (1) (2) (3) (4) (5) (6) (7) (8) (9) (10)◇ Cloud storage for many devices (1) (2) (3) (4)
(5) (6) (7) (8) (9) (10)◇ The Apple Watch (1) (2) (3) (4) (5) (6) (7) (8)
(9) (10)◇ 6. Do you prefer the operating systems on the
Apple iPhone compared to that of an Android device? Why or why not?
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Appendix
◇ 7. Please mark an X in the area that you feel is the most accurate for you.
◇ • How do you feel when you hear about the next iPhone being released?
Happy _ _ _ _ _ _ _ Sad◇ • How does Apple make you feel?
Happy _ _ _ _ _ _ _ Annoyed◇ • What weather conditions make you want to
use your Apple products more? Warm _ _ _ _ _ _ _ Cold
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