This document outlines the primary research method of conducting an online survey to examine what criteria most affect college students when buying a smartphone and whether men and women use different criteria. It discusses why an online survey was chosen, how to make the survey attractive to participants, how to conduct the survey, who the participants should be, informed consent and privacy issues, the structure of the survey questions, and areas for improvement. The goal is to understand the influences of different buying criteria on smartphone consumption.

1. Primary Research Method
Which criteria affect college students most when
buying a smartphone? Do men and women in
college use similar or different criteria when
buying a smartphone?
Hsin-Ting Chen
Zih-Han Tang
Xiaoshui Yu
Ruina Zhao

2. Why Online Survey?
Easy to reach people
College students spend a lot of time on
Internet
No time pressure
More comfortable
Environmental friendly
Easy to be analyzed
Quantitative research

3. How to Make the Survey
Attractive?
Interesting questions---good choice
Thinking from audience point of
views
Choose technology lovers
Share with friends and classmates
Be clear enough & uncomplicated
Inform participants the benefits

4. How to Conduct the Survey?
Questions:
1. Tightly-connected
in a logical way.
2. Types:
- Multiple Choices
- Ranking
- Agree/Disagree
3. Detailed choices

5. Who Should be Our
Participants?
2 requirements:
- college students, aged 18-24
- is/was a user
No limitation on gender, race, and social
class.
Reach audiences by:
- Invite Facebook friends
- Send survey link
Samples: 60 v.s 92!!!

6. Appendix A- Informed consent
Goal: Influences of different
buying criteria on smartphone
consumption
Voluntary participation
Participants’ privacy are
protected
No foreseeable risks within this
survey

7. Appendix B- Survey
31 questions
Categories:
- Part 1: Standard demographic questions
- Part 2: General inquiry about smartphone
- Part 3: Features affect buying a smartphone
- Part 4: Gender differences when buying a
smartphone.
How to improve ?
Through method justification:
- More related to the research questions.
- Improve inaccurate description

8. Some Important Questions
1. Why do you want to own this particular
smartphone?
Brand, Price, Features, Quality, Service
Providers, Design & Style, Operating
system, Recommendation, Others, (Please
specify)
2. Female are MORE affected by smartphone
color than male.
Strongly agree, Agree, Neutral, Disagree,
Strongly disagree

9. THE END
THANK YOU!!!

10. THE END
THANK YOU!!!