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Marketing Research Final Presentation

Marketing Research Final Presentation. iPhone Alex Negle November 31 st 2011. Table of Contents. Overview: Executive Summary Purpose Methods Findings Secondary Research Primary Research Qualitative Quantitative Conclusion. Executive Summary.

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Marketing Research Final Presentation

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  1. Marketing Research Final Presentation iPhone Alex Negle November 31st 2011

  2. Table of Contents • Overview: • Executive Summary • Purpose • Methods • Findings • Secondary Research • Primary Research • Qualitative • Quantitative • Conclusion

  3. Executive Summary • The iPhone had 80% unaided awareness in the online survey and 90% in the paper survey • Ease of use was the most important factor when it came to smart phones • The iPhone’s weakest quality was affordability

  4. Purpose • Information found while doing this research is used for Marketing Research (BUS 1535) • The Information was collected to study consumers attitudes towards the iPhone

  5. Methodology Type of Research • Secondary • Qualitative • Quantitative Method Used • Online Databases • Personal Interviews, (5) Focus Group • Online and Paper Surveys (10)

  6. Findings: Secondary Research • Headquarters • Cupertino, California • Top Competitors: • HTC • Research in Motion • Motorola

  7. 5 Year Sales Trends Sources: investor.apple.com/financials Ibisworld.com (NAICS Code: 51332 wireless telecommunications carriers in the US HTC.com RIM.com Motorola.com

  8. 5 Year Sales Trends Sources: investor.apple.com/financials Ibisworld.com (NAICS Code: 51332 wireless telecommunications carriers in the US HTC.com RIM.com Motorola.com

  9. Mean and Median

  10. Market Share www.ibisworld .com

  11. Qualitative Data: Personal Interview (unaided) • 4 – iPhone • 1 - Droid

  12. Qualitative Data: Personal Interview • Summary • Positives: • Simplicity • “…because of its simplicty and how its better than every other smart phone.” • Ease of Use • “its got everything I do electronically in one place.” • Stylish • “…the difference between the Droid and the iPhone is the quality of the product.” • Negatives: • High Price • “Its pretty expensive, I just can’t go out and get one right now.” • High Contract Price

  13. Qualitative Data: Personal Interview • Reasons to buy the iPhone • Simplicity • Quality of Product • Versatility • Reasons to not buy the iPhone • Do not already have a smart phone • Price • What can Apple do to better the product? • Make it more affordable

  14. Qualitative Data: Focus Group • Summary • Positives: • Easy of use • Celebrity Appeal • Brand Image • Geared for fun • Negatives: • No 3G hotspots • No BBM • Boring shape • Susceptible to breaking

  15. Qualitative Data: Focus Group • What would you do to change the product? • Slide out Querty • Fear of breaking screen • Differentiate from Ipod Touch and iPad • “If you have an iPhone why would you buy an iPad, or if you had an iPad why would you buy an iPhone…” • “I feel like they keep making the same products.”

  16. Quantitative: Traditional and Online Surveys • Sample Size Estimate • 2010 US population: 220,958,853 • Ages 18 – • Male and Female • 95% Confidence Interval • +/- 5% Error • Sample Size Needed: 384 www.census.gov Creative Research Systems

  17. Unaided Awareness

  18. Aided Awareness

  19. Have a Smart Phone

  20. Psychographics

  21. Constant Sum (Averages)

  22. iPhone Perceptions(1 being the highest, 5 being the lowest)

  23. Rank Order (1 being the highest, 5 being the lowest) The iPhone was the most preferred on paper with mean being 2.3

  24. Average Expected Prices • iPhone 4 • $293.3 • iPhone 3G • $135.1

  25. Brand Differentiator

  26. Demographics: Gender & Age

  27. Majors Surveyed • 2 Education Majors • 4 Business Majors • 1 Geology Major • 2 Engineering Majors • 1 Communications Major

  28. Demographics: Income

  29. Product Positioning Map

  30. Conclusions and Implications • The iPhone has outstanding brand awareness • General attitude is that its too expensive • Believed price - $293 • Actual price - $200 • Ranked significantly Higher in all other category motivators

  31. Appendix Interview 1 Interview 2 Interview 3 Interview 4 Interview 5 Focus Group

  32. Appendix • Online Survey • https://new.qualtrics.com/ControlPanel/?ClientAction=ChangePage&s=UserSurveysSection&ss=&sss • Smart Phone Survey Results • IRB Consent Form • Online Survey Report

  33. Questions?

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