Class presentation of Apple for a marketing research class

Apple, Inc.
Rena Christ, Stefani Ramsoy, Kathryn Duke, Thomas Price, and
Richard Odom

Apple Insider
History
Apple Today
Products and Services

Potential Opportunities
Older market
Business Professional
Expansion of product and services

Chosen Opportunity
Expansion of product and services
iView and it’s components
Market expansion through customer loyalty
Market expansion through the halo-effect

Objectives
Reasoning behind Apple purchases
Pros and cons of current home theaters
Future Implementation of home theater

Secondary Data
Mid to Upper class
Merger with LG
Replacement of home entertainment system
Industry outlook for Apple TV
Current trends

Competitors
About the companies
Products and services
Market Strategies
Target Markets

Quantitative Research
Survey Questionnaire
Implementation of
Survey
Data Analysis

Survey design
Question format
Relevant scales
Closed-ended questions
Dichotomous
Multichotmous
Scaled response
Open-ended questions
What features about your current Home theatre entertainment system were considered and lead you to purchase that item? (please check all that apply.)
___Functionality ___Price
___ Ease of use ____Versatility
Rank-order scales
Itemized rating scale
Purchase intent scale
Likert scale
Balanced Rating scale

Implementation of the Apple Survey Questionnaire
How the survey was administered
Key elements of the survey
Mail survey
E-mail survey
Internet survey
Web survey system
Survey design web sites
Self-administered survey
Average stats for types of surveys
Mail: 50% adequate, 60-70% good to very good
Phone: 80% good
Email: 40% average, 50-60% good to very good
Online: 30% average
Classroom pager: 50+% good
Face to Face: 80-85% good
How respondents were selected
Specific selection of target sample
# of surveys administered
Incentives and other factors to increase response rate

Analysis of survey results
5 step analysis process was used:
Quality control
Coding
Data entry
Machine cleaning of data
Tabulation and Statistical analysis
Descriptive statistics
Central tendency
Inferential statistics
Significance testing
Multivariate testing
Cost, Profitability, and Questionnaires

Class presentation of Apple for a marketing research class

by ireyland

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