Marketing Research Tablet PC Students

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Marketing Research Tablet PC Students

  1. 1. MARKETING RESEARCH Paul Talha Imam Ali
  2. 2. I. Introduction & Marketing Problem II. Qualitative Research III. Quantitative Research IV. Findings and Implications V. Limitations
  3. 3. Political Economical Sociocultural Technological Legal Environmental
  4. 4. Technology iPad
  5. 5. “Sales of tablet PCs could reach 50 million units worldwide by 2012, surpassing the figure for netbooks” The Times April 1, 2010
  6. 6. STUDENTS! Old School
  7. 7. STUDENTS ? New age
  8. 8. MARKETING PROBLEM (a) When it comes to students in further education in the UK, how many will purchase a tablet (b) What are the most important features in a tablet PC for students
  9. 9. 2. Qualitative Research
  10. 10. FOCUS GROUP: FINDINGS Some would like to purchase a tablet not after a particular amount of time but when the circumstances are right What was seen as an advantage for some is a disadvantage for others We identified some of the features users would be looking for when purchasing a tablet Profiles can be identified
  11. 11. FOCUS GROUP: FINDINGS Profiles Intention of purchase Overall opinion Positive e.g. thinks the concept is The Enthusiast Yes original and would be helpful for his studies Positive but is awaiting something e.g: The Waiter Yes but.... next generation, that products of substitution break Issues with the concept e.g: not sure if The Skeptic Maybe the device would fit his lifestyle Negative e.g: believes the concept is The Fatalist/Traditionalist No unusable, that current solutions are superior
  12. 12. 2. Quantitative Research
  13. 13. Sample Biological Veterinary Agriculture Physical sciences science & related ... Total subjects sciences Total 171800 5135 18250 86045 ... 2396050 Quota 15 1 2 8 ... 210 *Source: Higher Education Statistics Agency
  14. 14. Self administered online: Facebook Non probabilistic Snowball Quota
  15. 15. 2. QUANTITATIVE RESEARCH: SELF ADMINISTERED SURVEY Q1) Will you ever buy a tablet ? Tablet was too broad a term so we defined what seemed like a “standard” tablet
  16. 16. 575052 YES Not sure 24% 32% NO 44%
  17. 17. If “Yes” then when ? Answer related to: Current solution 46% Financial 24% Duration 15% Tablet 12% Misc 3% 0 13 25 38 50
  18. 18. Feature: Preferred input method ?
  19. 19. Feature: Preferred input method ? Voice 6% Touch Stylus 50% 44%
  20. 20. Q3) Features Please place the following six features in order of importance for a Tablet PC: Screen Quality Battery life Design (Aesthetics) Tech Specs Access to AppStores, MediaStores Input Method
  21. 21. Too much data for this presentation so We will focus on what respondents ranked as their first most important feature and we will do an in depth analysis of this feature
  22. 22. Features ranked the first most important: Screen quality 54% Input method 23% Battery life 10% Design (cosmetic) 7% Technical specs 6% 0% ContentStores 0 15 30 45 60
  23. 23. In depth analysis: How important is the screen for students 60 54% 45 31% Population 30 15 1st 4% 10% 2nd 3rd 4th 1% 0 Ranking 5th s 6th
  24. 24. 3. FINDINGS Tablets will be successful in the market of computers for students Many are “not sure” perhaps it is a problem with the products or more likely there is a need for marketing communication
  25. 25. 3. FINDINGS Our ranking of features constitutes valuable information for manufacturers and marketers Tablet PCs offer new opportunities not just for students but for universities
  26. 26. LIMITATIONS Method: Limited accuracy People change opinion Brand power and...
  27. 27. give aways....
  28. 28. give aways....
  29. 29. REFERENCES • The Times (2010) Tablets the right size for consumers to swallow. Apr 1 2010. http://business.timesonline.co.uk/tol/business/ columnists/article7083572.ece • Higher Education Statistics Agency. (2006) http://www.hesa.ac.uk/ • Seton Hill university. (2010) http://www.setonhill.edu/ • Bradley, N. (2007) Marketing Research. Tools and Techniques. Oxford University Press, Oxford • Rogers, Everett M. (1962). Diffusion of Innovations. Glencoe: Free Press

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