Marketing Research Tablet PC Students
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MARKETING RESEARCH
PaulTalhaImam
Ali
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I. Introduction & Marketing ProblemII. Qualitative ResearchIII. Quantitative ResearchIV. Findings and ImplicationsV. Limitations
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Political
Economical
Sociocultural
Technological
Legal
Environmental
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Technology
iPad
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“Sales of tablet PCs could reach 50 million units worldwide by 2012, surpassing the figure for netbooks” The Times April 1, 2010
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Old School
STUDENTS!
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New age ?
STUDENTS ?
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(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
MARKETING PROBLEM
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2. Qualitative Research
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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
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FOCUS GROUP: FINDINGSProfiles
Intention of purchase Overall opinion
The Enthusiast YesPositive e.g. thinks the concept is original and would be helpful for his studies
The Waiter Yes but....Positive but is awaiting something e.g: next generation, that products of substitution break
The Skeptic MaybeIssues with the concept e.g: not sure if the device would fit his lifestyle
The Fatalist/Traditionalist NoNegative e.g: believes the concept is unusable, that current solutions are superior
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2. Quantitative Research
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Biological sciences
Veterinary science
Agriculture & related subjects
Physicalsciences ... Total
Total 171800 5135 18250 86045 ... 2396050
Quota 15 1 2 8 ... 210
*Source: Higher Education Statistics Agency
Sample
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Self administered online: Facebook
Non probabilisticSnowballQuota
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2. QUANTITATIVE RESEARCH: SELF ADMINISTERED SURVEY
Q1) Will you ever buy a tablet ?
Tablet was too broad a termso we defined what seemed
like a “standard” tablet
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Not sure32%
NO44%
YES24%
575052
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If “Yes” then when ?
Current solution
Financial
Duration
Tablet
Misc
0 13 25 38 50
3%
12%
15%
24%
46%
Answerrelated to:
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Feature: Preferred input method ?
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Voice6%
Stylus44%
Touch50%
Feature: Preferred input method ?
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Q3) Features
Please place the following six features in order of importance for a Tablet PC:
Screen QualityBattery lifeDesign (Aesthetics)Tech SpecsAccess to AppStores, MediaStoresInput Method
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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
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Features ranked the first most important:
Screen quality
Input method
Battery life
Design (cosmetic)
Technical specs
ContentStores
0 15 30 45 60
0%
6%
7%
10%
23%
54%
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0
15
30
45
60
54%
31%
4% 10%
1%
1st2nd
3rd4th
5th6th
In depth analysis: How important is the screen for students
Rankings
Popu
latio
n
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Tablets will be successful in the market of computers for students
Many are “not sure” perhaps it is a problem with the productsor more likely there is a need for
marketing communication
3. FINDINGS
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Our ranking of features constitutes valuable information for manufacturers and marketers
Tablet PCs offer new opportunities not just for
students but for universities
3. FINDINGS
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LIMITATIONS
Method: Limited accuracyPeople change opinionBrand powerand...
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give aways....
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give aways....
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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