Smart Phones Marketing in Australia - Research Proposal Example

Smart Phones’ Marketing Research Australia Final Report Name Institution Dear Sir, This is my final report of the unit Marketing Research Methods. The unit outlines has been my basis of writing this report, using the data obtained by the questionnaires during the survey. I have accrued some knowledge on how to carry out a research, to collect data and how to analyze the collected data on learning this unit. This report is majorly about the usage of smart phones including the brand and their features by Aussies in terms of frequency and period i.e. how long they have been using smart phones and the factors to consider when buying a new phone and other issues attached to the ownership and usage of smart phones. Thanks a lot for your aid in our better understanding of this unit and for giving us this chance to write this report. Yours sincerely, Table of Contents Table of Contents 3 Executive Summary 3 Methodology 5 Research Analysis 6 Research Problems/Questions.(RQ) 8 Limitation and curvets 21 Conclusion 22 Appendix 23 References 39 Executive Summary This report utilizes the marketing Research methods in analyzing the general usage of smart phones in Australia. This includes the brand of smart phone mostly used, how frequent smart phones are used, their mostly used features and which age group utilizes them mostly. Questionnaires were used in collecting data and the collected data analyzed with SPSS. Charts graphs and tables were used in the presentation of the analyzed data also used. The questionnaire used contains 6 major parts which happens to be the research problems. The first part requires the responded to give a YES or No answer. The 2nd and 3rd parts requires them to choose from the options availed. The 4TH gives options where respondents are required to Circle the boxes with options 1-5. The boxes represent the following: 5 = very frequently, 4 = frequently, 3 = only occasionally, 2 = infrequently, 1 = never. The 5thand 6th ones have same options like the forth part only that in 5th and 6th the options from 1-5 are different as follows.1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree. The last part requires the respondents to fill in their ages in the options provided. On top of that, the report also contains the survey’s findings, limitations and recommendations as well. In the finding clause, all the data collected in the field during the survey, any other information and observations are clearly captured. In the cause of the survey, there were some challenges that were encountered and since there is need for more researches, it is vital that the researchers familiarize themselves with these covets and prepare do deal with them in the field in case of there arise. Due to this, this report contains the imitation and covets part where all the challenges experienced in the field are recorded. Recommendations to these limitations are as well, vividly explained and in details. Because conclusions and references are important, they are also highlighted and included in the report. The research problem was establishing the trend in usage of smart phones in Australia. The objectives to help in solving the research problem included: Telling if Aussies were using smart phones at the time of then research, the kind or brand of smart phones that they were using, the common features of the smart phones that they were commonly using and what they would consider in their next purchase of smart phones including the kind or brand of the phone. Among others as outlined in question form in the questionnaire. Methodology Survey makes use of the Likert-scale question, which attempts to establish respondent’s facts and opinions on the general use of smart phones in Australia, the popular brand and features of the phones. Likert-scale question entails testing of the agreement or disagreement degrees or levels of respondents. The options given to the questionnaire’s questions in this research are formulated to give information on respondent’s agreement or disagreement levels hence approach of Likert-scales. These options are as follows: strongly agree, agree, uncertain, disagree and strongly disagree. English is used in this research because of the residence of the respondents that is based in Canberra Australia. All the questionnaire’s questions were closed hence did not require the respondents to explain their answers or give their opinions. All the questions were closed and contained options of the answers from which the respondents were supposed to select from. 72 people took in the questionnaires and filled in accordingly but due to time and the accuracy required, the research based on the first fifty. Respondents were from around the university from gangling town, St Clare’s college and Canberra high school among others. It was a big privilege and benefit to the research to get at least one respondent from each age bracket. The choice to visit these three places as sites for the research and to base on the first 50 respondents is basically attached to the research’s budget. There were no enough funds to facilitate the survey in the entire Australian society hence a few areas were selected to represent the whole society of Australia. Sampling was therefore the main method of data collection. Opinions of the few were collected and used to make conclusions for the entire society of Australia. Research Analysis Basically, Only the first 50 respondent’s answers to the questionnaires were considered on the basis of first come first serve. This was a decision made so as to check on a few important issues to be reflected in the findings and conclusions of the research. These included increasing the accuracy and reliability of the data to be collected in the research and balance the research expenditure with the available funds without straining other resources. A lot of respondent in the first stage shied off from the research but came in plenty thereafter and interestingly, surpassing the number of the questionnaires that were available. However, only 50 answered questionnaires were put into consideration from the total 72 for easy analysis of the data and timely presentation after compiling a report. The collected data was then analyzed by SPSS and EXELL giving the presentation of the collected data using tables, graphs and charts. This analysis is divided in several sections basing on the questions in the questionnaire that are mini-research problems aimed at gathering the required data to fulfill and solve the major research problem. Analysis of every questions is catered for from the first question to the last question hence there are seven sections in this analysis each titled RQ for research question and their numbers, thus if is research problem number one or seven. Research Problems/Questions.(RQ) Figure 1: Ownership of Smart phones. The figure above gives a presentation of the data of question one in the questionnaire collected during the survey. Research carried out by AIMIA, the Digital Industry Association of Australia, reveals that by the year 2012 around 76% of the respondents of the research were already using smart phones. This number had gone up from 67% of the previous year. This research as well reveals the same trend in usage of smart phones in Australia. 92% of the respondents were using smart phones during the research and only 2% had no smart phones. The longest bar no.1 in the bar graph fig. 1 represents those who had smart phones equating to 42 respondents from the total 50 that attended to the questionnaires where as the 2nd short bar stands for the 8% that had no smart phones corresponding to 4 respondents from the total 50 that paid attention to the questionnaires. Figure 2: Brand of phone mostly used at present 1-samsung-18% 2-Tecno=06 3-iphone=38 % nokia=16% 5-Sony Ericson=2% 6-Lg=12% 7-Tecno=7% The boxes labeled 1-7 represents Samsung, HTC, I phone, nokia, Sony Erickson Lg techno brands of phones respectively used by Aussies as from the data collected by the research. Reaching the year 2012 around 76% of the respondents of a research carried out by AIMIA, the Digital Industry Association of (Australian Mobile Phone Lifestyle Index), were already using smart phones. This number had risen up from 67% of the previous year courtesy of AIMIA for the data. The findings of my survey followed the same path perhaps to approve the earlier work of AIMIA. Presentation of the collected data in the pie chart as shown above reveals the dominance of Iphones in Australia with the largest percentage of 38 hence taking up the largest green-shaded region in the pie chart. In summary, around 38% of people in Australia basing on the survey’s findings had advanced and was at that time using phones which had a lot of feature capable of reducing the world into a small village. The other percentages of people in Australia were using the other basic phones solely characterized by phone calls and SMS services. Figure 3: Period of use of the smart phones From 2012 respondents have been required to category the 5 mostly used functions of their mobile phone from a given list as per the report (Australian Mobile Phone Lifestyle Index, nod. Internet resource.) From the analysis of 2013 results of this report, phone calls and SMS were outstanding as the most and mostly used functions of phones unsurprisingly may be because they are the primary uses of phones. The results of this research keep pace with the findings of this survey. However, apps as a function of smart phones seemingly do pose a big threat to the use of calls and SMS almost outdoing SMS as they had the same score. From the report, 58% of the 50 that took part in the survey were frequently using phone calls and apps and SMS services on their phones. None of the 50 respondents that filled the questionnaires was totally not using the functions excluding apps From this observation it would be true if one concluded that a day cannot pass without people making calls or using their SMS and app functions in Australia for this matter. Apps followed in the second place with 48% as the score tying up the same marks with the SMS function Music and new fill the4th and 5th positions respectively tying the same 30% score line as well. Icloud and document processing are among the unpopular functions of smart phones in Australia as they had only a small percentage of Aussies using them. Only 10% of the respondents were frequently using icloud and document processing with the majority 42% using and 36% using icloud and document processing respectively just occasionally. FIG Email 5 14% =7 4 32% =16 3 28% =14 2 18% =9 1 8% =4 SMS 5 48% =24 4 28% =14 3 18% =9 2 4% =2 1 2% =1 MUSIC 5 30% =15 4 42% =21 3 20% =10 2 6% =3 1 2% =1 NEWS 5 30% =15 4 38% =19 3 20% =10 2 8% =4 1 4% =2 APPS 5 48% =14 4 30% =15 3 12% =6 2 8% =4 1 2% =1 Phone Calls 5 58% =29 4 40% =20 3 2% =1 2 0% =0 1 0% =0 Photo Taking 5 22% =11 4 28% =14 3 44% =22 2 4% =2 1 2% =1 Figure 4: Figure 3: Features determining future purchase of Smart phones Price leads the factors determining future purchases of smart phones globally according to (Pilgrim, Beate).However this is not the case in Australia. Aussies don’t bother spending a lot on something quality. In summary, most of the determinants of future smart phones’ purchases in Australia are based on the quality of the phone and its service. Voice clarity, Home screen design and format and durability were the chief determinants here therefore with 100% respondents, 96% and 70% strongly accepting. Then price stood in with around 60% of the respondents strongly supporting. Weight, size of the screen and thickness of the phones are among the least determining features with as few as 14%, 20% and 12% respondents supporting. From the above analysis, it will be worth noting that most Aussies are quality oriented and not quantity. Figure 5: Brands of phones for consideration in future purchases Figure 6: Opinions about current phones in use 40% of the respondents wished to continue using the brand of phones they are using and not to go for change.42% were happy with their current phones in used and would wish to inform their friends about them. However majority around 50% would go for a change of brand in future. Hence majority wanted to have a test of new products in the market. Details Respondents(%) Occupation Respondents(%) Under 18 2 Trade 10 18 – 21 28 Retail 12 22 – 25 32 Professional 4 26 – 29 18 Management 4 30 – 33 6 Education 22 34 – 37 6 Student 48 38 – 41 4 Others 0 42 – 45 2 Over 45 2 Figure 7: Respondents Details Limitation and curvets This research remains tied to only 50 willing participants that responded to the questionnaires. The view of other participants and their facts about smart phones, their brands and features remains unknown. The 50 chosen for the research are only but representatives of the entire Aussies’ community in Canberra with different political and socio-economic customs that may determine their behaviors towards smart phones their brands and features. The little finances that were available could not allow for a detailed research entailing a lot of respondents from different regions in Australia hence the research only covered a small scale. Recommendations Because of the above limitations and covets, this research’s findings are not guaranteed accurate and reliable. For more accurate and reliable data, the research should involve a lot of people and not just a few so as to increase the chance of capturing almost every available and possible view of the available clients in not all. This therefore calls for a good budget allocation hence heavy investment in the project for the best results. There are also supposed to be enough questions both closed and open to provide room for capturing of additional information especially for the open questions that allows the respondents to give out their opinions or explain their feel or their choice. This broadens the scope of the research availing it with a lot of information that can be relied upon in making some awesome conclusions. Conclusion In summary, this research involved collection of the data from the field and the collected data was analyzed using both SPSS and EXELL.There was also use of secondary data and recommendations in order to establish an objective investigation as outlined in the objective clause that presents both the structure and the research objective. In the cause of the research from the word go till completion, there were some limitations that were disclosed. These are also captured. There recommendations are also catered for basing on the research findings. Appendix 1. Do you own a smartphone, or use a smartphone supplied by your employer? □ Yes □ No 2. What is the brand of phone you own or use most at present? □ Samsung □ HTC □ iPhone □ Nokia □ Sony Ericsson □ LG □ Other (please name the brand) ……………………………………….………………….. 3. How long have you been using that phone? □ Less than 1 year □ Between 1 and 2 years □ Between 2 and 3 years □ 3 or more years Please put your response to the following statements by circling 1-5. The boxes represent the following: 5 = Very frequently, 4 = frequently, 3 = only occasionally, 2 = infrequently, 1 = never How often do you use the following functions on your smartphone? No. Function VF……………..…LF 4 email 5 4 3 2 1 5 SMS 5 4 3 2 1 6 music 5 4 3 2 1 7 news 5 4 3 2 1 8 Apps 5 4 3 2 1 9 phone calls 5 4 3 2 1 10 photo taking 5 4 3 2 1 11 watching movies 5 4 3 2 1 12 document processing 5 4 3 2 1 13 synchronising with a computer 5 4 3 2 1 14 iCloud 5 4 3 2 1 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree When you buy a new smartphone, do you agree that the following features will be important in choosing the brand you will buy? No. Feature SA……………...SD 15 Thickness 1 2 3 4 5 16 Weight 1 2 3 4 5 17 Screen size 1 2 3 4 5 18 4G connectivity 1 2 3 4 5 19 Price 1 2 3 4 5 20 Battery capacity 1 2 3 4 5 21 Design 1 2 3 4 5 22 Internal storage capacity 1 2 3 4 5 23 Apps 1 2 3 4 5 24 Speed 1 2 3 4 5 25 Synchronise with computer 1 2 3 4 5 26 iCloud 1 2 3 4 5 27 Camera resolution 1 2 3 4 5 28 Screen definition 1 2 3 4 5 29 Voice clarity 1 2 3 4 5 30 Home screen design and format 1 2 3 4 5 31 Privacy and security 1 2 3 4 5 32 Durability (if dropped for example) 1 2 3 4 5 33 After sales service 1 2 3 4 5 34 Brand image 1 2 3 4 5 35 Range of accessories 1 2 3 4 5 36 User friendliness 1 2 3 4 5 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree When I buy my next smartphone, I would seriously consider buying the following brands: No. Brand SA…………………..….SD 37 iPhone 1 2 3 4 5 38 Samsung 1 2 3 4 5 39 HTC 1 2 3 4 5 40 Nokia 1 2 3 4 5 41 Sony Ericsson 1 2 3 4 5 42 LG 1 2 3 4 5 43 other 1 2 3 4 5 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree No. SA………………………SD 44 In the future I will keep using the brand of phone I am using now 1 2 3 4 5 45 I am happy to recommend to my friends the brand of phone I use now 1 2 3 4 5 46 The brand of phone I use now would be better for me if I owned more accessories for it. 1 2 3 4 5 Your Details: 47. What is your age group? Under 18 18 – 21 22 – 25  26 – 29  30 – 33  34 – 37  38 – 41  42 – 45  Over 45 48. Your occupation Trade  Retail  Professional  Management  Education  Student  Other (specify)  _________________________ Smartphone survey Hello, I am a University of Canberra student studying the subject Marketing Research Methods. Your assistance in completing this survey for study purposes is appreciated. If you have any questions about the study, please contact my lecturer peter.rylands@canberra.edu.au - The survey should only take a few minutes of your time. Thank you. 1. Do you own a smartphone, or use a smartphone supplied by your employer? □ Yes □ No 2. What is the brand of phone you own or use most at present? □ Samsung □ HTC □ iPhone □ Nokia □ Sony Ericsson □ LG □ other (please name the brand) ……………………………………….………………….. 3. How long have you been using that phone? □ Less than 1 year □ Between 1 and 2 years □ Between 2 and 3 years □ 3 or more years Please put your response to the following statements by circling 1-5. The boxes represent the following: 5 = Very frequently, 4 = frequently, 3 = only occasionally, 2 = infrequently, 1 = never How often do you use the following functions on your smartphone? No. Function VF……………..…LF 4 email 5 4 3 2 1 5 SMS 5 4 3 2 1 6 music 5 4 3 2 1 7 news 5 4 3 2 1 8 Apps 5 4 3 2 1 9 phone calls 5 4 3 2 1 10 photo taking 5 4 3 2 1 11 watching movies 5 4 3 2 1 12 document processing 5 4 3 2 1 13 synchronising with a computer 5 4 3 2 1 14 iCloud 5 4 3 2 1 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree When you buy a new smartphone, do you agree that the following features will be important in choosing the brand you will buy? No. Feature SA……………...SD 15 Thickness 1 2 3 4 5 16 Weight 1 2 3 4 5 17 Screen size 1 2 3 4 5 18 4G connectivity 1 2 3 4 5 19 Price 1 2 3 4 5 20 Battery capacity 1 2 3 4 5 21 Design 1 2 3 4 5 22 Internal storage capacity 1 2 3 4 5 23 Apps 1 2 3 4 5 24 Speed 1 2 3 4 5 25 Synchronise with computer 1 2 3 4 5 26 iCloud 1 2 3 4 5 27 Camera resolution 1 2 3 4 5 28 Screen definition 1 2 3 4 5 29 Voice clarity 1 2 3 4 5 30 Home screen design and format 1 2 3 4 5 31 Privacy and security 1 2 3 4 5 32 Durability (if dropped for example) 1 2 3 4 5 33 After sales service 1 2 3 4 5 34 Brand image 1 2 3 4 5 35 Range of accessories 1 2 3 4 5 36 User friendliness 1 2 3 4 5 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree When I buy my next smartphone, I would seriously consider buying the following brands: No. Brand SA…………………..….SD 37 iPhone 1 2 3 4 5 38 Samsung 1 2 3 4 5 39 HTC 1 2 3 4 5 40 Nokia 1 2 3 4 5 41 Sony Ericsson 1 2 3 4 5 42 LG 1 2 3 4 5 43 other 1 2 3 4 5 Please put your response to the following statements by circling 1-5. The boxes represent the following: 1 = strongly agree, 2 = agree, 3 = uncertain / neutral, 4 = disagree, 5 = strongly disagree No. SA………………………SD 44 In the future I will keep using the brand of phone I am using now 1 2 3 4 5 45 I am happy to recommend to my friends the brand of phone I use now 1 2 3 4 5 46 The brand of phone I use now would be better for me if I owned more accessories for it. 1 2 3 4 5 Your Details: 47. What is your age group? Under 18 18 – 21 22 – 25  26 – 29  30 – 33  34 – 37  38 – 41  42 – 45  Over 45 48. Your occupation Trade  Retail  Professional  Management  Education  Student  Other (specify)  _________________________ Apendix2:Results of the research.(data) QUESTION. FIGURES GENDER Do you own a smartphone, or use a smartphone supplied by your employer? FEMALE TOTAL 54% 38% 92% 02% 08% TOTAL 60% 40% 100% 2. What is the brand of phone you own or use most at present? □ Samsung -----------------------------18%=9 □ HTC—-----------------------------------8%=4 □ iPhone—------------------------------38%=19 □ Nokia—-------------------------------16%=8 □ Sony Ericsson—----------------------2%=1 □ LG—------------------------------------12%=6 □ Other (please name the brand)Tecno—8%=4 ……………………………………….………………….. 3. How long have you been using that phone? □ less than 1 year --------------------40%=20 □ □ between 1 and 2 years------------32%=16 □ between 2 and 3 years-----------24%=12 □ 3 or more years---------------------1%=2 No. Function VF……………..……………………………LF 4 email 5 14% =7 4 32% =16 3 28% =14 2 18% =9 1 8% =4 5 SMS 5 48% =24 4 28% =14 3 18% =9 2 4% =2 1 2% =1 6 music 5 30% =15 4 42% =21 3 20% =10 2 6% =3 1 2% =1 7 news 5 30% =15 4 38% =19 3 20% =10 2 8% =4 1 4% =2 8 Apps 5 48% =14 4 30% =15 3 12% =6 2 8% =4 1 2% =1 9 phone calls 5 58% =29 4 40% =20 3 2% =1 2 0% =0 1 0% =0 10 photo taking 5 22% =11 4 28% =14 3 44% =22 2 4% =2 1 2% =1 11 watching movies 5 18% 4 40% 3 22% 2 20% 1 0% 12 document processing 5 10% =5 4 20% =10 3 18% =9 2 36% =18 1 16%=8 13 synchronising with a computer 5 12% =6 4 20% =10 3 20% =10 2 30% =15 1 18% =9 14 iCloud 5 10% 5 4 18% =9 3 22% =11 2 42% =21 1 8% =4 No. 15 Thickness S.agree agree neutral disagree S.disagree 12% 18 20 22 28 16 Weight 14 16 22 20 26 17 Screen size 20 32 18 18 12 18 4G connectivity 32% 42 10 8 8 19 Price 60 40 0 0 0 20 Battery capacity 52 30 18 0 0 21 Design 42 28 10 12 8 22 Internal storage capacity 40 28 10 12 10 23 Apps 58 20 12 8 2 24 Speed 58 22 10 6 4 25 Synchronise with computer 42 30 28 20 8 26 iCloud 36% 34% 26% 4% 0% 27 Camera resolution 10% 20% 18% 36% 16% 28 Screen definition 36% 20% 18% 10% 16% 29 Voice clarity 100% 0% 0% 0% 0% 30 Home screen design and format 96% 4% 0% 0% 0% 31 Privacy and security 58% 32% 10% 0% 10% 32 Durability (if dropped for example) 70% 28% 2% 30% 0%= 33 After sales service 18% 20% 10% 34% 16% 34 Brand image 10% 20% 18% 36% 16% 35 Range of accessories 8% 18% 20% 38% 16% 36 User friendliness 40% 22% 20% 18% 0 No. SA………………………SD 44 In the future I will keep using the brand of phone I am using now S.agree agree neutral disagree s.aagree 40% 26% 24% 8% 0% 45 I am happy to recommend to my friends the brand of phone I use now 42% 28% 26% 2% 2% 46 The brand of phone I use now would be better for me if I owned more accessories for it. 50% 24% 10% 10% 6% Details Respondents(%) Occupation Respondents(%) Under 18 2 Trade 10 18 – 21 28 Retail 12 22 – 25 32 Professional 4 26 – 29 18 Management 4 30 – 33 6 Education 22 34 – 37 6 Student 48 38 – 41 4 Others 0 42 – 45 2 Over 45 2 References Australian Mobile Phone Lifestyle Index. , n.d.. Internet resource. Aimia: Australian Interactive Multimedia Industry Association. Sydney: AIMIA, 2002. Internet resource Pilgrim, Beate. Understanding Financial Markets from a General Equilibrium Perspective: Uniqueness of Competitive Equilibria. S.l: s.n., 2001. Internet resource. Acma Communications Report. Melbourne, 1998. Internet Resource. Acma Communications Report. Melbourne, Vic: Australian Communications and Media Authority, 2006. Print. Read More