Marketing Research Survey of iPhone

Added on - 21 Apr 2020

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A Marketing Research Survey of iPhone among the students atUniversity of Technology, SydneyStudent Name:Student ID:Course: Master of Business Administration (MBA) University ofTechnology, SydneyThis report is prepared for academic purpose only.The report is prepared as a requirement for the course MarketingResearch (24720), Autumn Semester 2016.The report is submitted to Professor Dr. Graham Massey.Date: 31stOctober 20171
Table of ContentsExecutive Summary.........................................................................................................................31.Introduction..............................................................................................................................41.1Motivation.........................................................................................................................41.2Purpose of the Research:...................................................................................................41.3Methodology:....................................................................................................................42.Reliability Analysis..................................................................................................................52.1List: Questionnaire Variables:..............................................................................................62.2Reliability Statistics and Interpretations:..............................................................................72.3Summary of Reliability Analysis:......................................................................................213.Means and Standard Deviation Mean:...................................................................................213.1Means and Standard Deviation: Interpretation of the Variables........................................224.Correlation Analysis...............................................................................................................245.Regression Analysis...............................................................................................................255.1Intention to repurchase as the dependent variable..........................................................255.2Recommend as the dependent variable...........................................................................285.3Overall Satisfaction as the dependent variable...............................................................306.Conclusion..............................................................................................................................33References......................................................................................................................................352
Executive SummaryThis report is about a marketing study that was conducted at the University of TechnologySydney in Australia. The key areas of statistical analysis that the report focused on include:Reliability Analysis, Correlation Analysis and Regression Analysis to identify and measure theoverall satisfaction, opinion regarding the usability of the iPhone and report the factors that makethe customer love using the iPhone. A sample of 100 participants took part in this study.Questionnaire that contained both open ended and closed ended questions was used to collectresponses from the participants. The responses were then entered and coded into SPSS version21 for analysis. Cronbach’s Alpha Coefficient was used to analyze the reliability as well as checkfor the measure of internal consistency. For the reliability analysis, Cronbach’s Alpha for all theitems was found to be above >=0.70 except for Q4 “iPhone’s price” which was found to beunacceptable .481 (less than 0.5), by removing the item “I always find the price of the iPhone tobe very low” we were able to achieve Alpha of .538 which was now acceptable. In terms of thecorrelation analysis, highest correlation coefficient was found to be between Recommend andIntention to Repurchase (r = 0.752). The lowest correlation was found to be between BatteryDurability and Operating System (r = 0.01).Three different regression models were done. The first one used Intention to repurchase as thedependent variable. While the second and the third regression models used Recommend andOverall satisfaction as the dependent variables. All the three models were found to be significant.However, 2 variables out of 7 variables were found to be significant in both the first and the thirdmodels. In the second model, 3 explanatory variables were found to be significant.3
1.Introduction1.1MotivationIphone phones have gained huge following among the middle and upper class consumers in therecent past.Understanding consumer behavior is an important aspect in market research as itinforms the producers on the best way to reach to their potential clients. It also helps forge waysof beating the competition that other subsidiary products may poise.1.2Purpose of the Research:The main aim of thisresearch was to understand the various factors that affect the user’s overallexperience with iPhones. The research sought to determine factors that influence in customerspurchasing the iPhones as well as factors that motivates the customers to recommend theirfriends and relative to purchase iPhones. The following are the main research objectives: ·Conduct Reliability Analysis of the items in the dataset. ·Conduct Correlation AnalysisConduct Regression Analysis1.3Methodology:This report was developed using four statistical methods namely: Reliability Analysis,Correlation Analysis, Analysis of Variance (ANOVA) and Regression Analysis. A seven-pointLikert scale questionnaire was developed to collect the views of the respondents where 1 wasequivalent to “Strongly Disagree” and 7 was equivalent to “Strongly Agree”. The questionnaireconsisted of a total of 13 questions and it was distributed among the students of theUniversity ofTechnology of Sydney. The respondent were surveyed within the university. A total of 100 (n =100) responses were collected. Data was analyzed using Statistical Package for Social Science(SPSS) version 21.4
2.Reliability AnalysisAccording to Zikmund et.al (2010), reliability Analysis refers to an internal consistency measurefor a multi-item variables. The test (reliability analysis), is used to tell on the consistency of agiven set of variables based on a single construct. If items in a given variable fail then we can saythat there is inconsistency. Cronbach’s alpha is the most popularly known and used method inestimating the reliability of the items in a multipoint scale. Alpha calculates the average and thecorrelation for the individual items in a Likert scale (Leech et al. 2011). An acceptable value forthe Cronbach’s alpha is 0.70, values less than 0.70 implies the items have performed poorly. Thehigher the correlation between the items in a given construct, the higher the Cronbach’s alpha[ CITATION Coa03 \l 1033 ].According to George and Mallery (2003), the rule of thumb for theinternal consistency is as follows;Cronbach’s AlphaInternal consistencyα<0.5Unacceptable0.5α<0.6Poor0.6α<0.7Questionable0.7α<0.8Acceptable0.8α<0.9Goodα0.6ExcellentLikert scale: refers to a psychometric response scale that is mainly used in questionnaires to getparticipant’s preferences or rather degree of agreement or disagreement with a statement or set ofstatements. The scale is non-comparative scaling technique that is unidimensional (that is, it onlymeasures a single trait) in nature.Respondents are normally asked to indicate their level ofagreement or disagreement with a given statement on an ordinal scale. Most commonly usedLikert-Scale are 5point scale which ranges from “Strongly Disagree” on one extreme end to5
“Strongly Agree” on the other extreme end with “Neither Agree nor Disagree” in the middle.Example is given below;Other used scales are 7-point scale, 9-point scale and even 4-point scale. In this study we used a7-point scale.2.1Variables in the questionnaire:This study employed a multi-item measurement questionnaire. Three items per question are usedto measure the respondent attitude;Variable NumberVariable nameQuestion number1iPhone'sback camera22iPhone'sbattery durability33iPhone'sprice44appeal of the iPhone's design55iPhone'soperating system66iPhone'sscreen fragility77the security of the iPhone88your overall satisfaction with the iPhone99the intention to recommendthe iPhone1010Intention to repurchase the iPhone11The questionnaire also had questions on demography (e.g. age, gender and occupation) andwhether the respondents owned an iPhone. Those who said to not having an iPhone weredisqualified from the study since only iPhone holders were eligible for the study.6NeitherDisagreeStronglyDisagree12345AgreeStronglyAgree
2.2Reliability Statistics and Interpretations:In this section, we present the variables that had at least one of the items deleted so as to increasethe internal consistency. The following 5 questions (Q3, Q4, Q5, Q8 and Q11) increased in theirinternal consistency after deleting one item.Q3:iPhone'sbattery durabilityCase Processing SummaryN%CasesValid10097.1Excludeda32.9Total103100.0a. Listwise deletion based on all variables in the procedure.Reliability StatisticsCronbach's AlphaCronbach's Alpha Based on Standardized ItemsN of Items.752.7673Item StatisticsMeanStd. DeviationNThe iPhone has a very long lasting battery.3.76001.46419100I would say that iPhone's battery is not very long lasting.3.31001.90000100I could go a long time without charging my iPhone'sbattery every time I use it.3.36001.65462100Inter-Item Correlation MatrixThe iPhone hasa very longlasting battery.I would say thatiPhone's battery is notvery long lasting.I could go a long time withoutcharging my iPhone's batteryevery time I use it.The iPhone has a very long lastingbattery.1.000.492.666I would say that iPhone's battery isnot very long lasting..4921.000.4117
I could go a long time withoutcharging my iPhone's battery everytime I use it..666.4111.000Summary Item StatisticsMeanMinimumMaximumRangeMaximum /MinimumVarianceItem Means3.4773.3103.760.4501.136.061Item Variances2.8312.1443.6101.4661.684.544Inter-Item Correlations.523.411.666.2551.620.014Item-Total StatisticsScale Mean ifItem DeletedScale Varianceif Item DeletedCorrected Item-Total CorrelationSquared MultipleCorrelationThe iPhone has a very long lastingbattery.6.67008.930.681.500I would say that iPhone's battery is notvery long lasting.7.12008.107.492.254I could go a long time without chargingmy iPhone's battery every time I use it.7.07008.490.602.452Item-Total StatisticsCronbach's Alpha if Item DeletedThe iPhone has a very long lasting battery..578I would say that iPhone's battery is not very long lasting..796I could go a long time without charging my iPhone's battery everytime I use it..645Scale StatisticsMeanVarianceStd. DeviationN of Items10.430017.0354.1274038
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