Our Marketing research project

1. MARKETING RESEARCH
Paul
Talha
Imam
Ali

2. I. Introduction & Marketing Problem
II. Qualitative Research
III. Quantitative Research
IV. Findings and Implications
V. Limitations

3. Political
Economical
Sociocultural
Technological
Legal
Environmental

4. Technology
iPad

5. “Sales of tablet PCs could reach 50 million units
worldwide by 2012, surpassing the figure for netbooks”
The Times April 1, 2010

6. STUDENTS!
Old School

7. STUDENTS ?
New age

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. 2. Qualitative Research

11. 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

12. 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

13. 2. Quantitative Research

14. 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

15. Self administered online:
Facebook
Non probabilistic
Snowball
Quota

16. 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

17. 575052
YES
Not sure 24%
32%
NO
44%

18. If “Yes” then when ?
Answer
related to:
Current solution 46%
Financial 24%
Duration 15%
Tablet 12%
Misc 3%
0 13 25 38 50

19. Feature: Preferred input method ?

20. Feature: Preferred input method ?
Voice
6%
Touch
Stylus 50%
44%

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. LIMITATIONS
Method: Limited accuracy
People change opinion
Brand power
and...

28. give aways....

29. give aways....

30. 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