A survey (Marketing Research) of what customers want in a cell phone design


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This project gives insights on different featurs of interest to cell phone customers, what they seek in cell phones today, which features prompt them to purcahse cell phones the most, which are most significant and least significant featurs, the relationship among features and the features which impact overall satisfaction of customers.

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A survey (Marketing Research) of what customers want in a cell phone design

  1. 1. A survey of what customers want in a cell phone design Submitted by Devan Kataria 28081 Northern Institute of Integrated Learning in Management Centre for Management Studies Devan Kataria Contact no – 9717971895 devan.kataria@yahoo.inABSTRACT
  2. 2. The cell phone is an information appliance that has been widely used. It provides instant access toinformation and makes people more ‘connected’. It consists of multiple features which are fanciedby the users all round the globe. Thus, the cell phone isn’t just a mean of communication but alsoa mean of entertainment and fun for people.The objective of our study was to identify the most important design features and to investigate therelationship among the design features. In our survey study, we surveyed 100 college students,using a 7-point Likert scale structured questionnaire to evaluate their preference of the designfeatures and overall satisfaction of their current cell phone.The analysis part will consisted of calculation of mean and standard deviation of each designfeature to identify which features are most and least desired by the users. After this step, the inter-correlation matrix method was used to evaluate the relationship between design features and atlast, the calculation of Multiple Regressions to evaluate user’s overall satisfaction with designfeatures.INTRODUCTION
  3. 3. The Global Cellular phone market now stands at approximately 1.8 billion subscribers, and isforecasted to reach 3 billion by the end of 2010, by which time nearly half of all human beings onthe planet are expected to own and use a cell phone (Reid Donna J and Reid Fraser J.M, 2007).Moreover, people use the embedded cell phone features such as games, cameras, organizers andmobile internet for various purposes of entertainment, organizing, or even shopping. The cell phone isbecoming an integral part of people’s everyday life. Cell phones are getting smaller and lighter, butthey support more features at the same time. But a cell phone packed with too many features mayoverwhelm the user due to its complexity. Hence Market research on cell phones becomes veryimportant before they are launched in a particular market so that cell phone manufacturers can makecell phones which attract customers and result in high profits for them.The Indian ContextThere are almost all types of mobile phones in Indian market but the high end phones have failedto get the niche in the markets here. The recent survey showed across major cities in the countrywas to determine the parameters what draws Indian customers to buy a mobile phone. The surveytried to find out what things the Indian consumers consider when they want to buy a phone. Tosome extend people listen to children’s recommendation. 3% of them buy mobile phones whichchildren recommend. Almost 8% of the buyers wish to get the latest mobiles in the market. Andequally 8% of people bother what phone looks like. Gizmo freaks and young studs comprising of11% prefer to buy mobile phones in India with respect to software put inside the phones. Nearly7.5% of the buyers are ready to pay as much provided the phones provide them what they needfunctionally. 16.5% of the people take account of the camera functionalities and music quality ofphones. 3% of people wish ease of use. And a whopping 43% of the people consider the brand ofthe mobile phone an important factor for buying the mobile phones.Thus the Indian consumers look for the brand of the phone they use. Brand is the main factor thatinfluences consumers before they buy the phone. Cost is also an important factor for which thehigh priced mobile phones like i-Phones and others could not make a mark in India 1.A survey was recently conducted across major cities in India to determine parameters that Indianconsumers take into consideration when buying a mobile phone. Here’s the summary:From the next figure it can be noticed that ‘Brand’ of the cell phone is most importantconsideration followed by its music quality, functionality (rather than brand) and so on.Important considerations in buying a mobile phone
  4. 4. In terms of features, multimedia (especially music) and camera quality of the phone do play animportant role. Men or women who are single are much more likely to buy latest phone modelsand are also concerned about the looks of the phone when making a purchase while the 30+ groupprefers "ease of use" 2.In another important survey conducted by In-Stat (www.in-stat.com) it has been found thatcustomers in India who are likely to purchase a low-cost handset show a strong preference for cellphones with advanced features, rather than stripped-down ultra low-cost cell phones offering onlythe most basic communication experience of voice and text messaging 3.The recent research by In-Stat found the following: The greatest interest in advanced features is among people who have already used cell phonesextensively. Residents of major Indian cities are more likely to prefer full-featured cell phones. Battery life is a key purchase factor in a country with poor basic infrastructure.
  5. 5.  The average price survey respondents expect to pay for a mobile phone is US$40.Hence it can be seen that among Indian customers those who want to purchase low cost cellphones, they have more inclination towards low cost cell phones having advanced features thanhaving ultra low cost cell phones with basic features such as voice communication and textmessaging. Also, residents of major Indian cities are more likely to prefer full-featured cellphones. Hence this context becomes important as Indian customers’ preference is identified andour study also focuses on identification of customer preferences relative to cell phone features.In another study (IDC India Mobile Handset Usage Satisfaction Study 2006), Integrated DigitalCamera, FM Radio and Speaker Phones continue to remain the features which are most likely todrive up-gradation of mobile handsets along with MMS 4 and customers would definitely like tohave these features in their next handsets if they’re not available in their current handsets (figurebelow).Hence, the Indian Context evaluation was of much relevance for our study as the Indian cell phonemarket is rapidly growing and this study became even more important and relevant to be
  6. 6. conducted in India to determine which features the Indian customers prefer in the cell phones andwhich ones influence them in a great way and which ones do not live up to their expectations.Hence this study was of much relevance to be conducted in India.Literature Review:The growth of cell phone usage among people has made the researchers study more and in depthabout cell phones.A study was done to measure whether size and structure matter to mobile users (Chae M. and KimJ., 2004). The aim of this study was to examine the effect of screen size and horizontal depth on thenavigation activities and perceptions of mobile users. Study results indicate that both informationstructure and screen size significantly affect the navigation behavior and perceptions of mobileinternet users. While our study focused on important cell phone design features, including its sizeand it was very useful to conduct this survey to know the perception of the mobile users to thesame.Another study was conducted where it was studied that menu organization is another important cellphone feature which extensively fascinates the users (Amant, R., Horton, T.E. and Ritter, F.E.,2004). Another study was conducted to evaluate the cell phone menu interaction and navigationprocedures with users and reduce the menu traversal time among users so that it becomes easy forthe users to access the menu as a whole. Our study included menu organization as a feature to bestudied and it helped us in a great way to know whether this feature is of any relevance to cellphone users.______________________________________________________________________________1 http://www.articlesbase.com/technology-articles/what-indian-consumers-look-for-when-buying-a-mobile-phone-737277.html2 http://www.labnol.org/india/considerations-in-buying-mobile-phone/66403 http://www.instat.com/press.asp?ID=2201&sku=IN0703613AW4 http://www.idcindia.com/press/26April2006.htm
  7. 7. The third study showed the opinion of i-Phone users around the world (Thompson J., Maryann,2007). It reported that respondents found out that i-Phone handsets were packed with too manyfeatures even if the cellular telephone experience varies from different parts of the world. This ledto the frustration among cell phone users. This study was of immense relevance to our study as ourstudy focuses on the most and least desired cell phone features by users and thus, it is notnecessary to pack the cell phone with too many features which are of no interest to the users.Hence the unwanted features need to be eliminated from cell phones to reduce its complexity andarouse interest in the users. Also, manufacturers can fare well from this study by just keeping thedesired features in their cell phones.The fourth study focused that the cell phone users want just the basic features in their cell phones(Rubin, Ross, 2004). The results showed that battery life, color screen, voice activated dialing,speaker phone, built-in still camera, smaller size etc. were given top priorities among users. Ourstudy could correlate to the results shown in the above study and we could analyze the most desiredfeatures and see by what extent our results may vary.The fifth study listed several desired cell phone features including the one related to the health ofcell phone users. It stated that excessive cell phone usage leads to brain cancer5. Also, battery poweris very important as a feature. As more and more features are being added to cell phones, thebattery consumption is increasing too. Hence, to overcome this weak link, cell phone manufacturersmust equally focus on the improvement on battery life as much as they’re focusing on otherfeatures. Our study focused on battery life as a feature and hence manufacturers should includefeatures keeping in mind the health of cell phone users.Research ObjectiveThe objective of our study was to identify the most important design features and to investigate therelationship among the design features.Cell phone manufacturers are very much concerned about which design features to put in the cellphone and which ones to exclude and what features have the most impact on the user’s overallsatisfaction of the cell phone. With this knowledge, the cell phone manufacturers can put moreeffort into improving the more important features, and can give less priority to those less importantfeatures. To streamline the cell phone usage, functions provided by the more important featuresshould be easier to access than the less important ones.
  8. 8. ______________________________________________________________________________5 http://electronicdesign.com/Articles/Index.cfm?ArticleID=7056&pg=2Our study investigated the relationship among the design features of the cell phone and identifyingthe most important design features based on an extensive survey study of the heavy users of cellphones – college students. The result can help cell phone manufacturers to prioritize their designefforts and improve user satisfaction.RESEARCH METHODOLOGY:Questionnaire and respondents:A multi-page, un-branched, structured questionnaire measuring users’ overall satisfaction with thephone and their preference level on the 20 features was developed. The 7-point Likert scaleanchored with opposing adjective phrases was used. Not all features were available on all phones. Ifany feature was not available on the subject’s current cell phone or they perceive that they don’thave that feature, they marked not applicable (N/A) for the question on that feature. Demographicinformation including user’s age, gender, ethnic group, experience with cell phone, major of study,the manufacturer and model of his/her current cell phone was collected. The number of collegestudents participating in the survey study was 100.The students were from Engineering, MBA andother colleges of Jaipur. Our target population was college students, right from 18 to 26 years asthey are the most frequent and heavy users of cell phones.The questionnaire was taken on request from one of the authors of this study, Wonil Hwang viapersonal e-mail (wonil@ssu.ac.kr).Since this study is more concerned with improving the design features of a cell phone, differencesamong the service providers was not studied. Prior to the analysis, we excluded the observationsthat will contained ‘N/A’ in any of the 20 common features, because the cases having ‘N/A’ canbe regarded as missing cases.All of the respondents were between the age group of 18-26 as we desired. Maximum of therespondents were male. Maximum of the respondents possessed NOKIA handsets.
  9. 9. MALES (86) FEMALES(14)ANALYSIS:Our study revolved around cell phone features. The various design features that we studied arelisted below with their description.Features DescriptionBody colour The colour(s) of the cell phone body. The number of ringtones that can be selected, including the preset selections that come with the phone, and the capacity provided forRingtone range downloading other ringtones. The design of the keypad of the cell phone, including its size, shape,Keypad design colour and button arrangement, etc.Physical appearance The visual appearance of the cell phone. The games provided with the cell phone and the capacity provided forGame downloading other games. The function to call frequently used numbers from phone book entriesOne touch dialing with the push of a single key.Phonebook The collection of telephone numbers the user stores on the cell phone. The memory capacity for call log, which allows the user to see a certainCall log memory number of last incoming, outgoing and missed call numbers. The feature that lets the user know who is calling by displaying theCaller ID number and/or name of the calling party on your phone. The feature that allows the user to arrange schedules, and write down to-Organizer feature do-list. The feature that rings or vibrates to notify the user about a data bookAlarm reminder event that the user scheduled.Vibrating alert for The feature that tells the user of incoming message or call by means ofmessage and call vibration mechanism.
  10. 10. A computerized answering service of the cell phone that automaticallyVoicemail answers the call, plays a greeting and records a message. After the message is retrieved, it can be deleted, saved, or forwarded.Personalization The ability to customise the cell phone to the user’s needs. The organization scheme of the cell phone menu to access differentMenu organization functions or settings. The physical dimension of the cell phone including its length, width andSize of cell phone thickness.Weight of cell phone The weight of the cell phone. The degree to which the cell phone retains its physical properties whileDurability subjected to stress, such as heavy use, or adverse environmental conditions. The size of buttons on the cell phone, including the keypad button, on-offButton size button, volume button, etc. The length of time the user can talk on a cell phone without rechargingBattery duration the battery. It is usually expressed in terms of number of hours of talk time or standby time.1. Calculation of Mean and Standard Deviation:The mean and standard deviation of the preference score for each of the 20 cell phone featuresarranged from the largest preference score to the lowest were calculated to determine mostimportant and least important cell phone features.BASIC STATISTICS OF THE PREFERENCES OF CELLPHONE FEATURES ( N=100) Cell phone features Mean Standard Deviation1. Phonebook 5.68 1.322. Size of the phone 5.17 1.663. Physical appearance 5.21 1.734. Body color 5.15 1.585. Alarm reminder 5.38 1.316. Personalization 4.90 1.737. Battery duration 5.29 1.488. Game 4.68 1.809. Durability 5.26 1.3210. Organizer 4.98 1.5811. Voicemail 4.82 1.6112. Ringtone range durability 5.06 1.5913. Menu organization 5.05 1.3714. Weight pf cell phone 5.34 1.4215. Vibrating alert 5.41 1.38
  11. 11. 16. Caller ID 5.40 1.4017. Keypad design 5.22 1.6418. Button size 5.36 1.4619. Call-log memory 5.15 1.5120. One touch dialing 5.10 1.6421. User’s overall satisfaction 5.46 1.71As it can be seen from the previous table, the most desired and preferred feature (most liked byusers) is phonebook, having the highest mean preference level of 5.68 and the second loweststandard deviation value of 1.32. This means most users unanimously like this feature and thisfeature is well designed by the manufacturers. The vibrating alert feature has second highest meanof 5.41 and fairly low standard deviation (as compared to other features) of 1.38, hence this featureis also preferred by the cell phone users. In contrast, the game feature has the lowest preferencefeature of 4.68 and is having the highest standard deviation value of 1.80. Since its preferencerating is just above neutral i.e., > 4, it shows that the game feature does not really impress theusers but neither they are upset about this feature. It may imply that they may not like the idea ofplaying games on a cell phone very much. They may have different opinions on the game featurein a cell phone. The personalization feature has the second lowest mean of 4.90 and second higheststandard deviation of 1.73; hence this feature is also not desired much by users in their cell phones.We can also observe that the alarm reminder feature is having the lowest standard deviation of1.31 with a fairly good average preference rating of 5.38. This may imply that they are fairlysatisfied with this feature but it still has a scope for improvement.As seen from the table, all 20 features have an above neutral preference level (> 4), with theirmeans ranging from 4.68 to 5.68. The preference level for the overall satisfaction is 5.46.Therefore we can say that the cell phone users are satisfied with their cell phone features to asignificant extent.2. Calculation of Inter-correlation Matrix:The Inter-correlation matrix was drawn to determine the inter-relationship between design featuresusing Pearson Correlation method. All of the correlations were statistically significant. We
  12. 12. consider the correlation coefficients that are greater than 0.4 to indicate moderate correlation (as itcan be seen from the table) because the shared correlation between the two variables is at least16% (mentioned by Cramer, 1997).43 pairs of moderately correlated features such as phone book, size of the phone, body color, menuorganization etc. are identified and marked in bold (can be seen from the table).For example, correlation between phonebook and size of the phone is 0.418; betweenpersonalization and size of the phone is 0.523 etc. and so on. This means that such features aresignificantly correlated with each other and changes in any of the features may have significantchange in the other feature. It can also be seen that overall satisfaction is correlated with manyfeatures, including phonebook, size of the phone, body color, menu organization etc. As thecorrelation of all these pairs of features are greater than 0.4(depicted in bold), we can say that theyall are positively correlated with each other.The Inter-correlation matrix is depicted on the next page.3. Calculation of Multiple Regression:To investigate how preferences of the 20 design features can predict the users’ overall satisfaction,a multiple regression model was used. Using the overall satisfaction as the dependent variable, and
  13. 13. the cell phone design features as the independent variables, we performed a multiple regressionanalysis to select the significant independent variables among the twenty features.The 20 selected features ranging from the highest partial R square and model R Square featureinclude: Caller ID, phone book, menu organization, keypad design, size of the phone, body color,vibrating alert, alarm reminder, one touch dialing and weight of the cell phone.Among ten, the three most significant features that impact overall user satisfaction are Caller ID(with a partial R-square of 0.278), phone book (with a partial R-square of 0.268) and menuorganization (with a partial R-square of 0.173).The table is shown below: Cell phone feature Partial R square Model R Square F value 1. Caller ID 0.278 0.270 36.546 2. Phone book 0.268 0.260 35.832 3. Menu organization 0.173 0.164 19.896 4. Keypad Design 0.170 0.161 19.488 5. Size of the phone 0.167 0.159 19.505 6. Body Color 0.167 0.158 18.467 7. Vibrating alert 0.158 0.149 17.794 8. Alarm reminder 0.145 0.137 16.338 9. One touch dialing 0.145 0.136 15.603 10. Weight of the cell phone 0.112 0.103 12.318 11. Voice mail 0.107 0.096 10.370 12. Battery duration 0.100 0.090 10.620 13. Physical appearance 0.85 0.75 8.396 14. Personalization 0.16 0.006 1.587 15. Button size 0.092 0.082 9.808 16. Call log memory 0.089 0.079 9.034 17. Ringtone range 0.085 0.075 8.396 18. Durability 0.081 0.072 8.554 19. Organizer 0.073 0.063 7.005 20. Game 0.047 0.037 4.667For example, the above feature values were calculated as follows:Regression between dependable variable (Overall User Satisfaction) and independent variables(Phonebook and Size of the phone) are depicted as examples. The rest of the regressions werecalculated in the same way keeping Overall user satisfaction as dependable variable and rest of thefeatures as independent variables.Overall User Satisfaction and feature 1 (Phonebook) Model Summary
  14. 14. Adjusted R Std. Error ofModel R R Square Square the Estimate Change Statistics R Square R Square Change F Change df1 df2 Sig. F Change Change F Change df1 df21 .517(a) .268 .260 1.47923 .268 35.832 1 98 .000 a Predictors: (Constant), VAR00002 Sum of Model Squares df Mean Square F Sig. 1 Regression 78.404 1 78.404 35.832 .000(a) Residual 214.436 98 2.188 Total 292.840 99 a Predictors: (Constant), VAR00002 b Dependent Variable: VAR00001 Overall User Satisfaction and Feature 2 (Size of the Phone) Model Summary Adjusted R Std. Error ofModel R R Square Square the Estimate Change Statistics R Square R Square Change F Change df1 df2 Sig. F Change Change F Change df1 df21 .409(a) .167 .159 1.57892 .167 19.505 1 97 .000 a Predictors: (Constant), VAR00003 Sum of Model Squares df Mean Square F Sig. 1 Regression 48.626 1 48.626 19.505 .000(a) Residual 241.819 97 2.493 Total 290.444 98 a Predictors: (Constant), VAR00003 b Dependent Variable: VAR00001 Features impacting overall satisfaction: Based on above calculations, we finally drew conclusions regarding which features impact the overall user satisfaction and which features do not. Classification Features impacting overall Features which do not 1 satisfaction impact overall satisfaction
  15. 15. Above average score Caller Id Battery duration 2of preference Phone book Physical appearance Keypad Design Button size Vibrating alert Durability Alarm reminder Weight of the cell phoneBelow average score Menu organization Voice mailof preference Size of the phone personalization Body color Call log memory One touch dialing Ringtone range Organizer Game1 Significant cell phone features to overall satisfaction of cell phone based on multiple regression.2 Cell phone features whose preference scores are above overall average (5.2).The above table classifies the features into those impacting overall satisfaction and those that donot which were calculated from the multiple regression analysis. The basic statistics can classifythem into above average and below average, based on the average preference scores that theyreceived. In our basic statistics analysis, the average score for all of the features is 5.18; therefore,features receiving a preference score above or equal to 5.18 are considered to be above average,and below 5.18 are considered as below average. The 10 features impacting overall usersatisfaction and with average preference score above and below 5.18 are listed in first row, firstcolumn and first row, second column respectively. Similarly the rest of 10 features which do notimpact overall user satisfaction and with average preference score above and below 5.18 are listedin second row, first column and second row, second column respectively.Then, design efforts can be prioritized. For significant features with above-average scores,continuous effort should be put to maintain their excellent standard. For significant features withbelow-average scores, it is urgent for manufacturers to spend effort and resources improving thesefeatures. For insignificant features with above average scores, manufacturers should not spend a lotof resource on them now. For insignificant features with below-average scores, manufacturersshould improve them when resources permit.Finally, our study completed successfully at this point.
  16. 16. Conclusion:The purpose of this study was to prioritize the design features and design aspects of cell phonesbased on user’s feedback to optimize the customer’s satisfaction. Our study captured the collegestudents’ perception of the whole cell phone as well as the individual features, and subsequentlymoved in to explore their relationships. Second, we used the structured questionnaire as the majortool to collect data. Their opinions about the most important cell phone features were elicited inwhich phonebook was the most desired and game is the least desired feature. Based on theiranswers, their preference level among 20 features was identified. This was done with the help ofmultiple regression analysis which studied the relationship between multiple features and user’ssatisfaction. Among 20 features, the most preferred features are Caller ID followed by Voicemailand least preferred feature is the Game feature. The maximum correlation coefficient is 6.10between Phonebook and keypad design, that is, both of these features are significantly positivelycorrelated with each other. Among 20 features, the most important design features that contributeto the user’s overall satisfaction with above average preference score are Caller ID, phone book,keypad design, vibrating alert, alarm reminder and weight of the cell phone.Studying these relationships is important because even when users are satisfied with the individualfeatures that a cell phone supports, it is not guaranteed that they will like the phone as a whole.Current technology has enabled more fancy and appealing features to be added to cell phones.Therefore it becomes important to capture the user’s real feelings towards their own cell phones.Based on our analysis of user’s preference and satisfaction data, while developing new features,cell phone manufacturers should keep on applying their resources to enhance these importantfeatures.BIBLIOGRAPHYLing C., Hwang W., Salvendy G. (2007), “A survey of what customers want in a cell phone design”,Behaviour & Information Technology, Vol. 26, No. 2, March–April 2007, 149– 163.Reid Donna J and Reid Fraser J.M (2007). Text or Talk? Social Anxiety, Loneliness, and DivergentPreferences for Cell Phone Use, Cyber psychology & Behavior, Volume 10, Number 3, 2007.
  17. 17. Amant R., Horton T E. and Ritter F.E. (2004), “Model-based evaluation of cell phone menuinteraction”. In Proceedings of the ACM Conference in Human Factors in Computing Systems(CHI), E. Dykstra-Erickson and M. Tscheligi (Eds), 24 – 29 April, Vienna, Austria (New York:ACM), pp. 343 – 350.Chae M. and Kim J. (2004), “Do size and structure matter to mobile users”? An empirical study ofthe effects of screen size, information structure and task complexity on user activities withstandard web phones.Behaviour and Information Technology, 23, pp. 165 – 181.Thompson J, Maryann, Macworld (Sep 2007), Vol. 24, Issue 9, p26-26Rubin, Ross, TWICE: This Week in Consumer Electronics; 12/20/2004, Vol. 19 Issue 26, p92-93http://electronicdesign.com/Articles/Index.cfm?ArticleID=7056&pg=2http://www.articlesbase.com/technology-articles/what-indian-consumers-look-for-when-buying-a-mobile-phone-737277.htmlhttp://www.labnol.org/india/considerations-in-buying-mobile-phone/6640http://www.instat.com/press.asp?ID=2201&sku=IN0703613AWhttp://www.idcindia.com/press/26April2006.htm QUESTIONNAIRE Cell Phone Usability Structured Survey Interviewee Information
  18. 18. Name: _________________________ Major: _________________________ Age: 18-27 28-37 Above 37 Gender: Male Female Cell Phone Model: ____________________________________ (Include manufacturer) Numbers of Months You have Owned Your Current Phone: _______________months Contact No. ______________________ Please tick the number that best reflects your view of each item in regards to the cell phone that you currently own. Please tick “N/A” for each question that does not apply to your phone. There are 21 items. Extremely Dis- Slightly Slightly Extremely dissatisfied satisfied dissatified Neutral satisfied Satisfied satisfied NA1. Overall, indicate your general satisfaction with your cell phone 1 2 3 4 5 6 7 NA
  19. 19. 2. Indicate your satisfaction with your phone’s method of accessing a contact in the phone book. 1 2 3 4 5 6 7 NA3. Indicate your satisfaction with the width, (“thinness”), of your cell phone. 1 2 3 4 5 6 7 NA4. I am satisfied with the body style of my phone.(flip, “open style”,etc.) 1 2 3 4 5 6 7 NA5. What is your opinion about the colors of your screen? 1 2 3 4 5 6 7 NA6. What is your opinion on the alarm feature in your phone? 1 2 3 4 5 6 7 NA7. I am satisfied with the width, (“thinness”), of my cell phone 1 2 3 4 5 6 7 NA8. I am satisfied with the duration of my cell phone battery. 1 2 3 4 5 6 7 NA9. I am satisfied with the games in my phone. 1 2 3 4 5 6 7 NA10.How do you feel about the durability of your phone? 1 2 3 4 5 6 7 NA11.How much do you like the personal organizer/planner in your cell phone? 1 2 3 4 5 6 7 NA12.How satisfied are you with your phone’s method of accessing voice mail? 1 2 3 4 5 6 7 NA13.Indicate your satisfaction with the durability of your phone 1 2 3 4 5 6 7 NA14.How much do you like 1 2 3 4 5 6 7 NA being able to customize the
  20. 20. menu organization in your phone15.I am satisfied with the weight of my phone. 1 2 3 4 5 6 7 NA16.What is your opinion on the vibrating alert feature for messages and calls? 1 2 3 4 5 6 7 NA17.How satisfied are you with the caller ID feature on your phone? 1 2 3 4 5 6 7 NA18.What is your opinion on the design and layout of the keypad? 1 2 3 4 5 6 7 NA19.How much do you like the size of the buttons on your phone? 1 2 3 4 5 6 7 NA20.I am satisfied with the size of call log memory available on my phone. 1 2 3 4 5 6 7 NA21.How satisfied are you with the speed dial or “one touch” dialing on your phone 1 2 3 4 5 6 7 NAThank You for your time !!