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Class presentation of Apple for a marketing research class


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very brief summary of paper about hypothetical product from apple that we conducted a mock quantitative market analysis of the feasibility of implementing said product.

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Class presentation of Apple for a marketing research class

  1. 1. Apple, Inc.<br />Rena Christ, Stefani Ramsoy, Kathryn Duke, Thomas Price, and<br />Richard Odom<br />
  2. 2. Apple Insider <br />History<br />Apple Today<br /><ul><li>Products and Services</li></li></ul><li>Potential Opportunities<br />Older market<br />Business Professional<br />Expansion of product and services<br />
  3. 3. Chosen Opportunity<br />Expansion of product and services<br /><ul><li>iView and it’s components
  4. 4. Market expansion through customer loyalty
  5. 5. Market expansion through the halo-effect</li></li></ul><li>Objectives<br />Reasoning behind Apple purchases<br />Pros and cons of current home theaters<br />Future Implementation of home theater<br />
  6. 6. Secondary Data<br />Mid to Upper class<br />Merger with LG<br />Replacement of home entertainment system<br />Industry outlook for Apple TV<br />Current trends<br />
  7. 7. Competitors<br />About the companies<br />Products and services<br />Market Strategies<br />Target Markets<br />
  8. 8. Quantitative Research<br />Survey Questionnaire<br />Implementation of <br /> Survey<br />Data Analysis<br />
  9. 9. Survey design <br />Question format<br />Relevant scales<br />Closed-ended questions<br />Dichotomous<br />Multichotmous<br />Scaled response <br />Open-ended questions<br />What features about your current Home theatre entertainment system were considered and lead you to purchase that item? (please check all that apply.)<br /> ___Functionality ___Price<br /> ___ Ease of use ____Versatility <br />Rank-order scales<br />Itemized rating scale<br />Purchase intent scale<br />Likert scale<br />Balanced Rating scale<br />
  10. 10. Implementation of the Apple Survey Questionnaire<br />How the survey was administered<br />Key elements of the survey<br />Mail survey <br />E-mail survey <br />Internet survey<br />Web survey system<br />Survey design web sites<br />Self-administered survey<br />Average stats for types of surveys<br />Mail: 50% adequate, 60-70% good to very good <br />Phone: 80% good <br />Email: 40% average, 50-60% good to very good <br />Online: 30% average <br />Classroom pager: 50+% good <br />Face to Face: 80-85% good <br />How respondents were selected <br />Specific selection of target sample<br /># of surveys administered<br />Incentives and other factors to increase response rate<br />
  11. 11. Analysis of survey results<br />5 step analysis process was used:<br />Quality control <br />Coding <br />Data entry <br />Machine cleaning of data <br />Tabulation and Statistical analysis<br />Descriptive statistics<br />Central tendency<br />Inferential statistics<br />Significance testing<br />Multivariate testing <br />Cost, Profitability, and Questionnaires<br />