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Category: Business and Industry
Date Submitted: 09/15/2011 12:07 PM
DURABILITY AS AN IMPORTANT ATTRIBUTE SOUGHT BY CONSUMERS IN THE MARKET FOR ARC CELL PHONES
Alycia Haynes
Terry Thierry
Marketing 430-01
Dr. D. Hansen
2011, Spring
April 11, 2011
Executive Summary
We conducted a descriptive study on behalf of ARC Cell Phone Company to determine which attributes of a cell phone consumers feel are most important. ARC’s company goal is to come up with a phone that is more durable, has fewer technical difficulties, and better battery life than the other cell phones on the market. We conducted a convenience survey, to see how important durability was ARCs consumer market. An 8 question survey was taken by 15 individual respondents from the different colleges and universities in the Houston area; the data from this was collected and analyzed using a 1-group t-test. (finish this when you find the critical t)
Table of Contents
I. Research Motivation
II. Research Methodology
III. Hypothesis
IV. Results
VI. Recommendations
Appendix I: Survey
Appendix II: 1-group t-test
I. Research Motivation
Problem Definition
We are attempting to assess whether consumers are currently satisfied with the durability of their current phone and other cell phones on the market at this time. Particularly assessing the “interest” in the market for the new sturdier phone we are developing.
II. Research Methodology
Research Design:
Based on the research problem we used a descriptive research design.
Data Collection Method:
Our data was composed of all primary data for this study; there was not secondary data used.
Data Collection Form:
The data collection form that was most helpful in the study was the Five Point Likert Scale that ranges from 1 (Strongly Agree) to 5 (Strongly Disagree).
Sample Design
Sample Frame: College students from various Universities in the Houston Area
Sample Size: 15
Sample Type:
III. Hypothesis
Test whether all respondents would prefer a more durable cell...