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Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
Consumer Behavior Term Report
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Consumer Behavior Term Report

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  • 1. Brands SwitchingConsumer Analysis Term Report Presented to Mrs. Ambreen Basheer Lecturer Consumer Behavior By Basim Zia (9294) Shamsuddin Rashid (7569) Zeeshan Valliani (12543) December 22nd, 2012
  • 2. Consumer Behavior Term ReportCONTENTSCONTENTS................................................................................................................................. 2ACKNOWLEDGEMENTS............................................................................................................. 4 Letter of Acknowledgment................................................................................................... 4 Letter of Transmittal............................................................................................................. 5PROJECT OBJECTIVE.................................................................................................................. 6BRAND CATEGORY.................................................................................................................... 6 CATEGORY A:........................................................................................................................ 6 Apple iPhone 4S.................................................................................................................... 6 Samsung Galaxy S III............................................................................................................. 7COMPETITORS.......................................................................................................................... 7 NOKIA................................................................................................................................... 7 LG.......................................................................................................................................... 8 MOTOROLA........................................................................................................................... 8CATEGORY B:............................................................................................................................ 8 Sony Play Station 3................................................................................................................ 8 Gaming PC............................................................................................................................. 9COMPETITION........................................................................................................................... 9 XBOX 360.............................................................................................................................. 9 Nintendo Wii U................................................................................................................... 10RESEARCH METHODOLOGY.................................................................................................... 10CONSUMER PROFILE............................................................................................................... 11 Consumer A: Switched from Apple iPhone 4 to Samsung Galaxy S iii ................................. 11 Consumer B: Switched from Sony PlayStation 3 to Gaming PC ........................................... 12COMPARISON MATRIX & ANALYSIS........................................................................................ 13 CATEGORY A....................................................................................................................... 14 ............................................................................................................................................ 14 Technical Comparison ........................................................................................................ 14 Marketing Strategies & Communications........................................................................... 15 Consumer Preference......................................................................................................... 15 CATEGORY B........................................................................................................................ 15 Technical Comparison ........................................................................................................ 15 2
  • 3. Consumer Behavior Term Report Marketing Strategies & Communications........................................................................... 16 Consumer Preference......................................................................................................... 16REFERENCES............................................................................................................................ 16 3
  • 4. Consumer Behavior Term ReportACKNOWLEDGEMENTSLetter of AcknowledgmentDecember 22nd, 2012Dear ReadersWe are thankful to Almighty Allah for giving us the strength and capability tocomplete this Term Report on Brands Switching.We would like to thank the course instructor of Consumer Behavior Mrs. AmbreenBasheer for putting in all the hard work in this course to make it a memorableexperience for all of us. We appreciate her guidance and shall appreciate valuablefeedback on this report.Sincerely,Basim Zia (9294)Shamsuddin Rashid (7569)Zeeshan Valliani (12543) 4
  • 5. Consumer Behavior Term ReportLetter of TransmittalDecember 22nd, 2012Mrs. Ambreen BasheerLecturer Consumer BehaviorInstitute of Business ManagementDear Mrs. Basheer,Presented is our term report on “Brands Switching”. The project involved primaryresearch on the consumer and is prepared according to the guidelines provided duringthe semester.We would like to thank you for providing the guidelines & suggestions which enabledus to complete this report as our final project. We have worked vigorously on thisproject to bring you the accurate and reliable results.Sincerely,Basim Zia (9294)Shamsuddin Rashid (7569)Zeeshan Valliani (12543) 5
  • 6. Consumer Behavior Term ReportPROJECT OBJECTIVESelect two consumers who switched their brand in a particular product category overthe last 6 months to one year. The two consumers you select should be choosing thesame product category even though the brands can be different. • The product category and brand chosen should be high involvement product. Remember: High involvement is of two types: Complex buying behavior and Dissonance reducing behavior • Conduct an in-depth interview with both of them. • Find out why they switched their brand. o The reasons behind their first choice o Reason for switching o Are they satisfied with the current choice and why?Make a comparative analysis of the two interviews and discuss the similarities anddifferences among the two consumers. What are the marketing implications formarketers?BRAND CATEGORYWe have selected two consumers from two different product category. The firstperson has switched from iPhone 4S to Samsung Galaxy S III, and the second personhas switched from Play Station 3 to Personal Computer for gaming. Both of these arehigh involvement products. • CATEGORY A: Telecom/ Mobility: Apple iPhone 4S to Samsung Galaxy S III • CATEGORY B: Gaming: Sony Play Station to Gaming PCCATEGORY A:Apple iPhone 4SThe iPhone 4S is a touchscreen-based smartphone developed by Apple Inc. It is thefifth generation of the iPhone, succeeding the iPhone 4, and was announced onOctober 4, 2011. The phone retains the exterior design of its predecessor, but hostsimproved hardware specifications and software updates. It added a voice recognitionsystem known as Siri from which the "4S" designator came, and a cloud storageservice named iCloud. Apple is known for its innovation and cutting edge technology.It offers key features such as multi touch screen, virtual keyboard. It has WiFi andCellular connectivity (2G, 3G and 4G). It has other key features such as emails,browsing, GPS navigation, and social network application and so on. It has guerillaglass which is a scratch less screen so the consumer doesn’t have to worry about 6
  • 7. Consumer Behavior Term Reportgetting scratching. Apple’s iPhone has been positioned as innovative. It is thin andlightweight compared to other smartphones.PricingApple iPhone is considered as a premium phone and is expensive compared to otherssmartphones in the market. The company follow differentiated pricing strategy.iPhone 4s cost in Pakistan is around Rs 57,000.PromotionsApple has promoted iPhone in different Hollywood movies such as MissionImpossible 4 and James Bond movies where people were shown using iPhone. It isportrayed as a hi-tech gadget. In Pakistan they haven’t marketed their product.Samsung Galaxy S IIISamsung Galaxy S III is a smart phone by Samsung. Running on the Androidoperating system by Google, the phone is designed, developed, and marketed bySamsung Electronics. It has additional software features, expanded hardware, and aredesigned physique from its predecessor, the Samsung Galaxy S II. The S IIIemploys an intelligent personal assistant (S Voice), eye-tracking ability, increasedstorage, and a wireless charging option. Depending on country, the 4.8-inch (120 mm)smartphone comes with different processors and RAM capacity, and 4G LTE support.The device was launched with Android 4.0.4 "Ice Cream Sandwich", and can beupdated to Android 4.1 "Jelly Bean".PriceSamsung follows Better, Faster and Cheaper strategy. Its price in Pakistan varyamong different of its sets. Samsung Galaxy S III price in is around Fifty twothousand Pakistan Rupees.PositioningSamsung has been positioned as stylish due to its looks. Samsung be it LCD’s, be itportable HD, be it any Samsung electronic gadget, they always make it stylish, havingless weight, attractive and sophisticated.PromotionSamsung has launched various advertising campaigns, spending billions of dollarsacross three continents, North America, Europe and Asia. They are also aggressivelymarketing their products in Pakistan through television ads, print media, social mediaand billboards.COMPETITORSNOKIANokia offers over a dozen varieties and models lining up every day. With the marketgearing up with new companies in the foray Nokia manufactures have accepted thechallenge. They are coming up with latest technologies being put to test. Thecompany believes in customer satisfaction and that is the success of their being theleaders in cell phones. Nokia has a number of models to offer like the Nokia 1000series, Nokia 2000 series, Nokia 3000 series, Nokia 5000 series, Nokia 6000 series,Nokia 7000 series, Nokia 8000 series, Nokia 9000 series, Nokia E series, Nokia N 7
  • 8. Consumer Behavior Term Reportseries, and others. These cells come in slides, flips, smart phone and standard models.The brand boasts of varied features like Bluetooth, color screen, 3G, GPRS, GPS,IRDA, Infrared, Java enabled, MMS enabled, MP3 player, Polyphonic ring tones,Radio, Snap on cover, USB, Streaming video, Vibration, etc along with cameras withVGA camera, 1-1.9 mega pixels, 2-3.5 mega pixels, 3.5 mega pixels and more. TheNokia cell phones have something in terms of design and its user-friendly features areunremarkable. The Nokia Company also provides a host of accessories which comealong with the handsets like chargers, batteries, ear phones /headset and the manualwhich describes how to use the piece. There are other accessories like cases andpouches, chargers, data cables, enhancements, faceplates, hands free headsets. Youcan also buy other accessories which enhance your set. The other fancy accessoriesare chains, flashers, holders, LCD screens, Scratch guard, stylus, memory cardreaders, etc.LGLG Electronics, Inc. (LG) is a global leader and technology innovator in consumerelectronics, home appliances and mobile communications, employing more than82,000 people working in 114 operations including 82 subsidiaries around the world.With annual worldwide revenues exceeding $40 billion, LG Electronics comprisesfive business units: Home Entertainment, Home Appliance, Air Conditioning,Business Solutions and Mobile Communications. LG is one of the worlds leadingproducers of mobile handsets, flat panel TVs, air conditioners, front-loading washingmachines, optical storage products, DVD players and home theater systems. LGsefforts continue to enhance the global presence of the LG brand and to maximizeprofitable growth. In particular, LG Electronics will focus on achieving profitable andsustainable growth in the mobile communications and digital display sectors tostrengthen its leadership in the IT industry, while at the same time increasing itsmarket share in the home appliance and digital media sectors.MOTOROLAMotorola, Inc. is an American, multinational, Fortune 100, telecommunicationscompany based in Schaumburg, Illinois. It is a manufacturer of wireless telephonehandsets, also designing and selling wireless network infrastructure equipment suchas cellular transmission base stations and signal amplifiers. Motorolas home andbroadcast network products include set-top boxes, digital video recorders, andnetwork equipment used to enable video broadcasting, computer telephony, and high-definition television. Its business and government customers consist mainly ofwireless voice and broadband systems used to build private networks and publicsafety communications systems. Motorola creates numerous products for use of thegovernment, public safety officials, business installments, and the general public.These products include cell phones, laptops, computer processors, and radiocommunication devices. The Motorola RAZR line has sold over 120 million unitsbringing the company to the number two mobile phone slot in 2005.CATEGORY B:Sony Play Station 3The PlayStation 3 is the third version of home video game console produced by Sony 8
  • 9. Consumer Behavior Term ReportComputer Entertainment and is the successor to the PlayStation 2 as part of thePlayStation series. The PlayStation 3 competes with Microsofts Xbox 360 andNintendos Wii as part of the seventh generation of video game consoles. It was firstreleased on November 11, 2006, in Japan, with international markets followingshortly thereafter.Major features of the console include its unified online gaming service, thePlayStation Network, its multimedia capabilities, connectivity with the PlayStationPortable and PlayStation Vita, and its use of the Blu-ray Disc as its primary storagemedium.PriceThe price of Play Station 3 in Pakistan is around PKR 34000.Positioning“INNOVATIVE GAMES FILLED WITH FUN AND ADVENTURE FOR THEENTIRE FAMILY TO ENJOY TOGETHER”PromotionMainly Internet – blog, gadget review websites, gaming forums etc.Gaming PCGaming computers are the Personal Computers with components required for anenhanced gaming experience. The includes high-end graphics cards, processors andmore than enough RAM - capable of playing computationally demanding videogames. Gaming computers are very similar to conventional PCs, with the maindifference being the addition of performance-oriented components such as a high-endCPU and one or more video cards. Gaming computers are often associated withenthusiast computing due to an overlap in interests. Users in Gaming Computers haveaccess to a wide range of commercial software and freeware, which is provided inready-to-run or ready-to-compile form making it easy for them to upgrade and playdemanding games.PriceThe price of gaming PC can range anywhere from a few thousand rupees to hundredthousand rupees.PromotionInternet – blog, gadget review websites, gaming forums etc.COMPETITIONWhen we talk about the competitors for PS3 and PC, the biggest competitor is XBOX360. Gamers are aware of the differences between the PC, PS3 and Xbox 360.XBOX 360The Xbox 360 is the second video game console developed by and produced forMicrosoft and the successor to the Xbox. The Xbox 360 competes with SonysPlayStation 3 and Nintendos Wii as part of the seventh generation of video gameconsoles. Several major features of the Xbox 360 are its integrated Xbox Live servicethat allows players to compete online, download arcade games, game demos, trailers,TV shows, music and movies and its Windows Media Center multimedia capabilities. 9
  • 10. Consumer Behavior Term ReportThe Xbox Live also offers region specific access to third-party media streamingapplication such as Netflix and ESPN in the U.S. or Sky Go in the UK.Nintendo Wii UWii U is a video game console from Nintendo and the successor to the Wii. Thesystem was released on November 18, 2012, in North America, November 30, 2012in Europe and Australia and December 8, 2012 in Japan. It is the first entry in theeighth generation of video game home consoles. It is the first Nintendo console tosupport high-definition graphics, capable of producing video output up to 1080p, andhas 2 GB of RAM with half dedicated to the consoles operating system. The consolewas released in two versions: a "Basic" white-colored version with 8 GB of internalFlash storage; and a "Deluxe"/"Premium" black-colored version with 32 GB of Flashstorage.RESEARCH METHODOLOGYType of Research: QualitativeResearch Approach: In-depth consumer interview, standardized open-endedCriteria of Selection: Consumers who recently switched a high involvement productbrand in the last 6 to 12 months.The data for this research is collected through in-depth interview of two consumerswho have recently switched brands. These interviews offered us in-depth insight ofconsumer behaviors, motivations, emotions to uncover their decision making. Welearnt: • What consumers take into account before making a decision of purchasing a smartphone and gaming computer • The features they look in a particular price range. • And, how much touch screen, sound, camera and MP3 satisfy their inner selves. Furthermore, in gaming what do consumers look either graphics or plug n play features or the console design.GUIDELINE FOR RESEARCHWe followed the below mentioned guideline in our research to understand theconsumer at a deeper level and explore their reactions to brands, new products andnew products categories. We focused on: • Their life story (including: interest, professional history, educational background etc) • The history of their product usage • The reason for switching to a different brand. • Their feeling about the brand and the product. • Impact of Promotion in influencing their decision 10
  • 11. Consumer Behavior Term Report • What about their friends and family? Do they use different brand or the same brand? • Their expectations from the new product and their satisfaction level. • The time they took to switch the product • Price Factor • Type of products generally preferred by them. Were they the first to try new products or do they have waited for others.CONSUMER PROFILEConsumer A: Switched from Apple iPhone 4 to Samsung Galaxy S iiiName: RahimAge: 25yrs old, single, maleProfession: Fashion Designing, working on different brandsIncome:60,000+Location: Karachi, PakistanEducation: Bachelor’s degreeReason for Switching: Product FeaturesBefore buying Samsung Galaxy phone, Rahim did a lot of research. He is now verysatisfied with his choice. Price was not the factor for his decision to purchaseSamsung Galaxy as both Apple iPhone 4S and Samsung Galaxy are priced almostsame. It takes him around 3 to 4 months to switch.PsychographicsRisk takers, extrovert. Political view is neutral. His interest includes painting, dressdesigning, photography. He is passionate about cars. He has a good know how aboutthe latest technologies like cell phone, gaming consoles, other electronic gadgets. Hiswork justifies his innovativeness as he is a fashion designer.BehaviorHe is very friendly, enjoys socializing with people.Personality TraitsThe consumer is very passionate about fashion designing. He loves to explore newthings that make him an innovator. He tries new things without any hesitation but forevery change he adopts, he has a proper reason for that. He is very friendly andalways leads others. He takes the initiative without waiting for others to do it whichmeans he is an achiever. He likes to socialize with people therefore he wants to be athis best when he is around people.The benefit the consumer derives from using hi-fi cell phone is to socialize withpeople more conveniently. 11
  • 12. Consumer Behavior Term ReportConsumer B: Switched from Sony PlayStation 3 to Gaming PCName: FahadAge: 26yrs, single, maleProfession: Working for Engineering firmIncome: 80,000, upper middle classLocation: Karachi, PakistanEducation: BE degree, Pursuing MBA degree in MarketingReason for Switching: Technology shifts, Price and BenefitsFahad has the passion for gaming. It began since he had PC, he than have used PS1,PS2, XBOX and PS3. PS3 was launched in 2006 which cost him around PKR 40,000at a time when the same specification PC cost was around PKR 80,000. However,with the passage of time new technologies were emerged in personal computer. Oneof major disadvantage which he says of using PS3 was that with every new game heto pay for download but he easily gets the free version via torrent on personalcomputer.Personality Traits:Through the discussion we had with the candidate we found out the consumer isoutgoing and extrovert. Normally if a new product is introduced by the brand he iswilling to take risk and try the new product even though he may not like the productafter using it.His interest includes watching football, and he seeks adventure, exploring new places.Furthermore, we also found through our discussion we came to conclusion that he isan achiever. Throughout his academics path he holds various achievements. Inaddition to, the consumer spends around three hours on average per day. Theconsumer is high on the resource as well as the innovation.The benefit the consumer derives from using personal computer is that it providesopportunity to socialize, connect with friends; activities can be performed on them.Personal Computer perceived by consumer:With the passage of time new technologies were being introduced in personalcomputer their technology was much better as compared to play station. Normally aconsumer expectation with a new version is that they are faster, quicker, better qualitygraphics.Technology changes very quickly but the ps3 is not up to date. For example ps3 camein 2006 now in 2012 it has almost the same technology and the price is more or lessthe same. However, within the same price range there is a possibility to create a betterperforming system. With more features and benefits.Multitasking. You can simultaneously, browse, use email, social networking sites andother similar tasks with just a click of button . it is more efficient and save a lot oftime. Perform many tasks.Trainers and cheats available on the pc which are unable to the gamers on the console 12
  • 13. Consumer Behavior Term ReportNew games that will be launched exclusive are now being made for the multi-platform. Earlier some of the games like metal gear solid were exclusive to a particularconsole like play station now the game is made for multiple platform, so there is noneed to buy a particular console. Any type controller can be attached to a PC.Communication StrategiesE3 is an exhibition exclusively for the gamers. These events tells the gamers aboutthe new games that were going to be launched. Through email. Gaming website hasreviews about the particular. Then the experience of the other gamers with game andtheir comments affects the behavior of the consumer.MotivationIt is Fun and entertaining. It is a good way to pass time.Sensory OrganVisuals have strong impact. Gamers normally prefer High quality graphics. They canget more detailed graphics. Visual cues are very important factor for the gamers.Reason for PurchaseLatest games launched are now being made for the multi-plat form. The exclusivegames that were made for only a particular console like play station or x-box nowthey are made for all types of console.Any type controller can be attached. For example play station or x-box controller canbe attached to personal computer so it can give the feel of x-box and so on.Graphics cards that are used are of high quality. The GPU used in the desktop is verypowerful compared to the console. Furthermore, trainers and cheats are especiallyavailable for pc which is not able on the console. These are updates and patches thatcan be installed for the game after the game has been released. However, they areunable on the console.COMPARISON MATRIX & ANALYSIS 13
  • 14. Consumer Behavior Term ReportCATEGORY ATechnical ComparisonPhone Samsung Galaxy S III Apple iPhone 4SDate of Release May 2012 (7 months ago) October 2011 (1 year ago)Operating System Android iOSOperating System Android 4.1 iOS 6VersionPrice Pakistan Rupees 52,000 Pakistan Rupees 57,000CNET Rating 4 out of 5 4 out of 5 Pumped with high-performing The iPhone 4S isnt the king hardware and creative software of cell phones, but its part of features, the Samsung Galaxy S3 is an the royal family nonetheless. excellent, top-end phone thats neck Even without 4G and a giant and neck with the HTC One X. screen, this phones smart(ass) voice assistant, Siri, the benefits of iOS 5, and its spectacular camera make it a top choice for anyone ready to upgrade.Features DLNA DLNA FM Receiver GPS Navigation FM Transmitter HD Playback GPS Navigation Microphone Graphics Accelerator HD Playback MicrophoneScreen Size 4.8 inch 3.5 inchRear Camera 8 megapixel 8 megapixelFront Camera 1.9 megapixel 0.3 megapixelBattery Talk time 22 hours 14 hoursStorage 16 GB 16 GBExternal Storage Yes No 14
  • 15. Consumer Behavior Term ReportMarketing Strategies & CommunicationsPropositions Apple has an amazing Apple have based their ability to drive its strategy on 4 main marketing strategy to products while Samsung tout each increment (as works across hundreds they did with iPhone 4S) all of which are as an absolutely amazing interconnected. breakthrough!Samsung innovates primarily by manufacturing and distribution. Apple innovatesprimarily by design and marketing. Samsung is a huge conglomerate, well diversified,and does not depend on a single product and is present in Pakistan since very long.Apple on the other hand is a four or five product company, and depends completelyon the sale of these products. The marketing communication of Samsung is morestronger in Pakistan with billboards, television and print media ads while Applevendors rarely do such marketing activities in Pakistan and people primarily getinformation about Apple products through internet.Consumer PreferenceConsumers gives a lot of importance to Product Features & Configurations. SamsungS3 delivers more in comparison to Apple’s iPhone. Being part of Android, open-source platform there are many applications which can be downloaded for Free inAndroid compare to iTunes store. Product features such as camera, storage, style andconfiguration also matters with price.CATEGORY BTechnical ComparisonPhone Play Station 3 Gaming PCDate of Release November 2006 (6 years ago) Quarterly UpdatesCPU PowerPC-base Core @3.2GHz Subject to configuration 15
  • 16. Consumer Behavior Term ReportGraphics 1 VMX vector unit per core Subject to configuration 512KB L2 cache 7 x SPE @3.2GHz 7 x 128b 128 SIMD GPRs 7 x 256KB SRAM for SPE * 1 of 8 SPEs reserved for redundancy total floating point performance: 218 GFLOPSPrice Pakistan Rupees 34,000 Pakistan Rupees 74,000CNET Rating 4 out of 5 4.5* out of 5 Even though PS2 backward *Subject to configuration compatibility has been dropped from this version, the 80GB PS3 is still a superb Blu-ray player and high- definition game consoleSound Dolby 5.1ch, DTS, LPCM, etc. (Cell- 4 inch base processing)Storage Yes YesOptical Drive 2x speed Blu-ray Disc drive for games, Combo drives Blu-ray movies, DVDs, CDs and other optical mediaMarketing Strategies & CommunicationsGamers primarily get information about Games & Gaming consoles through theinternet – gaming websites, reviews, social community & forums.Consumer PreferenceGames are no longer the only component in these gamer’s bottom lines. Gaming PC’shas been really skillfully retraining consumers to think about the Gaming PC as morethan just a game box, and consumers are spending more and more time on the PC formulti-tasking, streaming shows and listening to music. Price and Upgradation are twoother main factors look up by consumers before making a purchase decision.REFERENCES 1. Apple Inc, http://www.apple.com, date viewed: December 20, 2012 2. Samsung, http://www.samsung.com, date viewed: December 20, 2012 3. Sony PlayStation, http://www.playstation.com/ps3, date viewed: December 20, 2012 4. CNET, http://www.cnet.com, date viewed: December 20, 2012 5. Gaming Computer, http://en.wikipedia.org/wiki/Gaming_computer, date viewed: December 20, 2012 16
  • 17. Consumer Behavior Term Report 6. Campion, M.A., Campion, J.E., & Hudson, J.P., Jr. “Structured Interviewing: A Note on Incremental, date viewed: December , 2012 7. Foddy, William. Constructing Questions for Interviews, Cambridge University Press, 1993, date viewed: December 18, 2012 8. General Accounting Office. Using Structured Interviewing Techniques. Program Evaluation and Methodology Division, Washington D.C., 1991, date viewed: December 18, 2012 9. Groat, Linda & Wang, David. Architectural Research Methods, John Wiley & Sons, Inc,, date viewed: December 18, 2012 10. Hollowitz, J. & Wilson, C.E. “Structured Interviewing in Volunteer Selection”. Journal of Applied Communication Research, 21, 41-52, 1993, date viewed: December 18, 2012 11. Kvale, Steinar. Interviews An Introduction to Qualitative Research Interviewing, Sage Publications, 1996, date viewed: December 18, 2012 12. McNamara, Carter, PhD. General Guidelines for Conducting Interviews, Minnesota, 1999, date viewed: December 18, 2012 13. Interview conducted with Fahad, Recording enclosed, date retrieved: December 21, 2012 14. Interview conducted with Rahim, Recording enclosed, date retrieved: December 21, 2012 17

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