Marketing Research Essentials: Consumer Mobile Phone Brand Preferences

This marketing research assignment, developed for the MKT202 course, delves into consumer brand preferences for mobile phones. The assignment begins with an overview of the research process, emphasizing the identification of research objectives and literature review. It outlines a detailed research plan with timelines and benchmarks, including activities like literature review, research technique selection, data collection, analysis, interpretation, and conclusion. The core of the assignment is the design of a survey questionnaire, incorporating various question types to gather data on consumer demographics, mobile phone usage, brand preferences, and satisfaction levels. The questionnaire covers aspects such as gender, age, phone usage habits, brand loyalty, and factors influencing purchase decisions. Finally, the assignment includes a diagram of a test market study, which is used to assess the questionnaire's effectiveness. The research is based on the data collected from mobile phone stores in Adelaide, Australia. The assignment also includes a list of references used to support the research.

MARKETING RESEARCH ESSENTIALS: CONSUMER
BRAND PREFERENCES FOR MOBILE PHONES

Table of Contents
Research Process........................................................................................................................3
Research Plan including timelines and benchmark....................................................................4
Background of the formation of research questionnaire............................................................6
Questionnaire.............................................................................................................................7
References................................................................................................................................11

Research Process
Figure 1: Research Process
(Source: Agarwal et al. 2015)
The research process begins with the identification and understanding of the requirement that
are to be presented in order to make sure that the objective presented in beforehand is
properly fulfilled and made sure that there is no loopholes present.With this Saturn aspect
there will be creation of boundary that would help in understanding the requirement in
specific nature. Proper valuation and understanding of objectivity clearly identify the
requirement of the research work (Genuer, Poggi and Tuleau-Malot, 2015). With proper
following of the state there will be management of informative fulfillment in research work.
With the introduction part being present that there will be analysis and understanding of the
research work upon which the researcher is going to provide his knowledge. Literature
review will succeed the topic of introduction (Koiranen et al. 2017). Under this very aspect
there will be discussion regarding the topic in general keeping in mind the case scenario that
is actually selected for preparation of the research work. With the proper discussion of the
topic and other theories related to the issue selecting the researcher will have knowledge
about the general case scenario that is present in society (Salm, 2017). With the fulfillment of
the requirement that is to be presented in literature review. Specifying the purpose of
conducting the research remains to be of much importance. Buy under general requirement of
conducting the research work will certainly help in providing enough knowledge about the
situation that the researcher reason and the importance of the topic selected (Agarwal et al.
2015).
After specifying the research purpose there will be gathering of Collection of data. The
collection of data can be both primary and secondary. The suitable one will be justified by the
researcher keeping in mind the nature of research work he is going to provide and to proceed
with (Spieth and Joachim, 2017). In consideration of primary research there can be both

qualitative and quantitative research work, where interview and survey questionnaire is
provided respectively. After proper collection of data, there will be analysis and interpretation
for that the primary objective of conducting the research works. The data interpretation can
be done by conducting simple resources activities like SPSS or general percentage wise
calculation of quantitative method (Paltayian et al. 2017). In case of qualitative interview the
analysis of the answers presented to the researcher will be from the perspective of the
researcher and therefore the analysis would remain very much authentic as well as sensitive
in nature (Naous and Legner, 2017).
The whole work will be there summarised into the small summary for the future reader to
understand the whole concept of the research was presented and the requirement behind the
conduction of the research work. There will be submission which will be followed by the
checking of the result by the authorised people being presented to.
Research Plan including timelines and benchmark
Activity
Week 1 2 3 4 5 6
Review
literature
● ● ● ● ●
Develop a
research
plan
● ● ●
Select
research
technique
● ●
Data
collection
● ● ●
Data
analysis
● ●
Data
interpretatio
n
● ●
Conclusion ● ●
Review ● ● ●
Submission ●

Activity
Week 1 2 3 4 5 6
Review
literature
● ● ● ● ●
Develop a
research
plan
● ● ●
Select
research
technique
● ●
Data
collection
● ● ●
Data
analysis
● ●
Data
interpretatio
n
● ●
Conclusion ● ●
Review ● ● ●
Submission ●
Background of the formation of research questionnaire
The research questionnaire was provided two people visiting mobile phone stores in
Adelaide, Australia. Keeping in mind the recent rise in the awareness among people
regarding the utilisation of mobile phones and their requirement in specifications the research
work has been conducted to understand the brand preferences of those in society. The
questionnaire was distributed among the people visiting The Mobile Store in Adelaide
between 10 a.m. to 6 p.m. There was the specification of time due to the opening and closing
time of the mobile stores. Around 175 questionnaires were filled out of which around 65 of
them were female and 110 were male.

Questionnaire
1. Please specify your gender group from the following
a. Male
b. Female
2. Specify your age group from the following
a. 15 to 20
b. 21 to 26
c. 27 to 31
d. 31 and above
3. Do you use wireless mobile phones?
a. Yes
b. No
i. If yes why?_______________________________
ii. If no why?________________________________
4. How long have you been using mobile phones?
a. Less than 2 years
b. 2 to 4 years
c. 4 to 6 years
d. More than 6 years
i. Which company mobile phone do you use?
1. Samsung
2. Apple
3. Nokia
4. Motorola
5. BlackBerry
6. MI
7. Oppo
8. Vivo
Select your option from the above______________________________
Comment_________________________________________________
5. Are you employed?
a. Yes
b. No
i. If yes do you use a mobile phone?
ii. If no do you use a mobile phone?
Select your option from the above_______________________________
Comment_________________________________________________
6. Why do you think mobile phone are important?
a. Easy to carry
b. Well connectivity
c. Smart choice
d. Self esteem
Select your option from the above_______________________________

Comment on your selected option_______________________________
7. How important is a brand specification for mobile phones to you?
a. Very important
b. Important
c. Neutral
d. Not important
e. Not at all important
Select your option from the above________________________________
Justify your selected option____________________________________
8. What benefits do you gather from the brand name of cell phones you use?
a. Better chance of getting service centre
b. Longevity of phone
c. For warranty period extension
d. Showcasing brand status
Select your option from the above____________________________________
Comment on your selected option____________________________________
9. How satisfied are you with the brand of mobile you are using?
a. 1
b. 2
c. 3
d. 4
e. 5
i. 1 relate to not at all satisfied
ii. 2 relate to somehow satisfied
iii. 3 relate to any brand can work for me
iv. 4 relate to satisfied with the brand name
v. 5 relate to highly satisfied with the brand in use
Select your option from the above____________________________________
Comment on your selected option____________________________________
10. Do you feel having a new mobile phone in future?
a. Yes
b. No
i. If yes which brand would you like to have?
1. Samsung
2. Apple
3. Nokia
4. Motorola
5. BlackBerry
6. MI
7. Oppo
8. Vivo
Select your option from the above____________________________________
Comment on your selected option____________________________________

11. Which mobile phone brand according to you is ruling the general mobile phone
market in present?
a. Samsung
b. Apple
c. Nokia
d. Motorola
e. BlackBerry
f. MI
g. Oppo
h. Vivo
Select your option from the above____________________________________
Comment on your selected option____________________________________
12. What specifications do you find in a mobile phone when you go for buying?
a. Battery longevity
b. Twin specifications
c. Processor specifications
d. Brand
e. Size of the mobile phone
f. Related free offers
Select your option from the above____________________________________
Comment on your selected option____________________________________
13. How do you choose a mobile phone when you think of using it for your own benefit?
a. Brand
b. Customer
c. Word of mouth
d. Personal usage experience
Select your option from the above____________________________________
Comment on your selected option____________________________________
14. Does the present mobile phone brand have consumer satisfaction criteria fulfilled?
a. Yes
b. No
Select your option from the above____________________________________
Comment on your selected option____________________________________
How is your satisfaction criteria fulfilled?_______________________________
15. How do you pick your requirement in the mobile phones from so many options
outside?
a. Market research of current train
b. Mobile phones being used by your friend
c. Present economic status
d. Price tag of the mobile phone
e. Total specifications in Uniqueness
Select your option from the above____________________________________
Comment on your selected option____________________________________
16. Do you think mobile phones need to bring out more benefit?

a. Yes
b. No
i. If yes why?____________________________________________
ii. If no why?__________________________________________
17. Which brand according to you fulfills all the requirement of a person looking out for
the best mobile phone in the market?
a. Samsung
b. Apple
c. Nokia
d. Motorola
e. BlackBerry
f. MI
g. Oppo
h. Vivo
Select your option from the above____________________________________
Comment on your selected option____________________________________
18. How far do you wish to recommend your brand in use to your friend?
a. 1
b. 2
c. 3
d. 4
e. 5
i. 1 relates to not at all
ii. 2 relates to maybe
iii. 3 relates to I will think about it
iv. 4 relates to obviously
v. 5 relate to most certainly
Select your option from the above____________________________________
Comment on your selected option____________________________________

References
Agarwal, J., DeSarbo, W.S., Malhotra, N.K. and Rao, V.R., 2015. An interdisciplinary
review of research in conjoint analysis: Recent developments and directions for future
research. Customer Needs and Solutions, 2(1), pp.19-40
Genuer, R., Poggi, J.M. and Tuleau-Malot, C., 2015. VSURF: an R package for variable
selection using random forests. The R Journal, 7(2), pp.19-33.
Koiranen, T., Nevalainen, T., Virkki-Hatakka, T., Aalto, H., Murashko, K., Backfolk, K.,
Kraslawski, A. and Pyrhönen, J., 2017. The risk assessment of potentially hazardous carbon
nanomaterials for small scale operations. Applied Materials Today, 7, pp.104-111
Naous, D. and Legner, C., 2017. Leveraging Market Research Techniques in IS–A Review of
Conjoint Analysis in IS Research
Nieves, J.J., 2016. Global population distributions and the environment: discerning observed
global and regional patterns.
Paltayian, G., Georgiou, A.C., Gotzamani, K. and Andronikidis, A., 2017, October.
Combining Quality Management Tools With Quantitative Approaches to Improve e-Banking
Οperations. In Global Conference on Services Management (GLOSERV 2017) (p. 273).
Salm, S., 2017. The investor-specific price of renewable energy project risk–A choice
experiment with incumbent utilities and institutional investors. Renewable and Sustainable
Energy Reviews
Spieth, P. and Joachim, V., 2017. Reducing front end uncertainties: How organisational
characteristics influence the intensity of front end analysis. Technological Forecasting and
Social Change, 123, pp.108-119