MARKETING RESEARCH

PaulTalhaImam

Ali

I. Introduction & Marketing ProblemII. Qualitative ResearchIII. Quantitative ResearchIV. Findings and ImplicationsV. Limitations

Political

Economical

Sociocultural

Technological

Legal

Environmental

Technology

iPad

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

Old School

STUDENTS!

New age ?

STUDENTS ?

(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

2. Qualitative Research

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

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

2. Quantitative Research

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

Self administered online: Facebook

Non probabilisticSnowballQuota

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

Not sure32%

NO44%

YES24%

575052

If “Yes” then when ?

Current solution

Financial

Duration

Tablet

Misc

0 13 25 38 50

3%

12%

15%

24%

46%

Answerrelated to:

Feature: Preferred input method ?

Voice6%

Stylus44%

Touch50%

Feature: Preferred input method ?

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

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

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%

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

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

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

LIMITATIONS

Method: Limited accuracyPeople change opinionBrand powerand...

give aways....

give aways....

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