Post on 18-Nov-2014
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Survey Design and Pretest
Student Customers’ Choice
on Smart Phone
Presenter : Delia Wu
What cell phone do you use?
Is it smart?
What is Smart Phone ?
Operating System (OS) Application Development
Large Screen,
Touch Screen or D-Pad Internet, Email and Personal
Organizer Full-size Keyboard
Smart Phones V.S. Non-Smart Phones
$4.8B
$8B
$12B
2006 2007 2008
Sales of Smart Phone
$12.8B $12.9B
$11.5B
2006 2007 2008
Sales of Non-Smart Phones
Source: “Mobile Phone-US,” by Mintel and CEA Source: “Mobile Phone-US,” by Mintel and CEA
Competition
Top Smart Phone Vendors in US Top Mobile Phone Vendors in US
Samsung
26%
Motorola
25%
LG
24%
RIM
10%
Nokia
10%
Apple
5%
RIM
53%
Apple
24%
Palm
10%
Samsung
7%
Motorola
6%
Source: IDC Source: IDC
Competition
Operating System (OS)
Symbian
50%
RIM
Blackberry
21%
Apple iPhone
14%
Windows
Mobile
9%
Google Android
3%
Other-Palm/Linux
3% Symbian OS
Nokia S60, Series 80, Series 90, UIQ and MOAP(S)
RIM Blackberry
Blackberry Phones
Windows Mobile
Samsung, HTC, Sony Ericsson
Source: Canalys Q2/2009
Apple’s iPhone
June 29, 2007
iPhone Original
July 11, 2008
iPhone 3G
June 19, 2009
iPhone 3GS
Apple’s iPhone
Research
Conducted
Research Objective
Problem
How to
enhance the
sales of
iPhones
Proposed
Solution
To increase
iPhone Sales
in Student
Market
Research
Question
What factors
influence
students’ choice
to purchase a
smart phone
from a vendor?
Research Objective
What factors
drive student
customers to
buy a smart
phone?
What factors
influence
student
customers to
change smart
phone
vendor?
Research
Question
What factors
influence
students’ choice
to purchase a
smart phone
from a vendor?
Theoretical Model Technology Adoption Model (TAM): a special case of Theory of Reasoned Action developed by Fred Davis and Richard
Bagozzi which models how users come to accept and use a technology.
External
Factors
Perceived
Usefulness
Perceived
Ease of Use
Attitude
toward Use
Behavioral
Intention to
Use
Actual Use
Demographic
Factors…
Using the technology will enhance his or her job performance
A person believes that using the system will be free of effort
The user’s desirability of using the technology.
Dependent Variables
Variable Selection
Perceived
Usefulness
Perceived
Ease of Use
Attitude
toward Use
• Desire of New
Technical features
• Concern of Design
• Concern of Hardware
Performance
• Satisfaction towards
service provider
• Concern of service
contract
External
factors • Age
• Ethnic Group
• Gender
• Product Knowledge
• Early Adopter
• Way of Commute
• Brand of Loyalty
• Source of Info
• Price Consciousness
• Appeal to Ads and
Promotion
Behavioral
Intention to
Use
Actual Use
Measurement Development
Literacy Self-
awareness Truthfulness
Mental Ability Willingness to tell
University
Students
• Highly Literate • Not to assume high
literacy on technology
terms
• Not a sensitive topic
• Assume they don’t pay
full attention when they
are answering the
questions
• Frequent use products
• Mentally capable
• Organize the questions in clear
sequence for the respondents to
flow with the logic
• Keep the survey and
questions short
• Careful with word choice
• Put in the context of
cell phone usage
• Differentiate respondents
who have knowledge in smart
phones and those who do not
Measurement Development
Multiple-item Measurement Single-item Measurement
Early Adopter Demand of New Technology Features
Brand Loyalty Demand of Cell Phone Design
Price Consciousness Way of Commute
Attitude toward Ads and Promotion Actual Ownership of Cell phone
Concern of Stylishness Brand of Cell Phone in Use
Product Knowledge Actual Usage of Smart phones
Attitude towards Operating Interface Actual use of 3G network
Satisfaction of Cell Phone Service Behavioral Intention to Use
Concern of Service Contract Reason of Changing a Cell Phone
Attitude toward 3G Network Age
Perceived of Usefulness Gender
Perceived Easiness of Use Ethnicity
Data Collection
Purpose: Pretest
Place: GSU and Mugar Library in Boston University
Time: March 20 to March 27
Total Survey Distributed: 110 copies
Valid Survey Collected: 107 copies
Measurement Analysis
Feedback from respondents
1. Questionnaire is too long
2. Too many questions
3. Font size too small
4. Row spacing too narrow
5. Many questions are similar
6. Confusion in Question
Measurement Analysis
Multiple-item Measurements
Factor Analysis
Groupings
Constructs
Section One
Early Adopter
Brand Loyalty
Price Consciousness
Appeal to Advertising and Promotion
Section Two
Concern of Stylishness
Cell phone knowledge
Satisfaction of Service Provider
Perceived of Usefulness
Section Three
Attitude toward Operation Interface
Concern of Service Contract
Attitude towards 3G network
Perceived Easiness of Use
Measurement Analysis
Construct Item Frequency Data
Early Adopter
I usually buy a newly released cell phone. N=107,
Mean=2.71, Mode=2
I would rather wait for others to try a new cell phone before trying it
myself. N=105,
Mean=2.22, Mode=2
I am among the first to buy a newly released cell phone. N=107,
Mean=2.61, Mode=2
Brand Loyalty
I have a favorite brand of cell phones I buy over and over. N=107,
Mean=2.8, Mode=3
Even when I change models of cell phone, I stick with the same brand. N=106,
Mean=2.79, Mode=4
I usually switch to a different brand when I buy a new cell phone.(r) N=105,
Mean=3.5, Mode=4
I go to the same cell phone store each time I need to purchase a phone. N=106,
Mean=2.78, Mode=4
Multiple-item Measurements-Frequency Distribution
Construct Item Frequency Data
Price Consciousness
I am aware that the price of cell phones will go down some
time after they are initially released.
N=106,
Mean=4.43, Mode=5
I usually buy a cell phone after the price goes down. N=107,
Mean=3.78, Mode=4
I buy the lowest priced cell phones that will suit my needs. N=105,
Mean=2.96, Mode=2
When it comes to choosing a cell phone, price is an
important consideration for me.
N=106,
Mean=4.04, Mode=4
Appeal to Ads and
Promotion
I usually watch/read ads about cell phones. N=105,
Mean=2.59, Mode=2
I usually pay close attention to cell phone ads. N=106,
Mean=2.26, Mode=2
I usually pay attention to the sales information about cell
phones
N=106,
Mean=2.62, Mode=2
I would pay attention to the cell phone ads only when I
consider buying a cell phone
N=107,
Mean=3.76, Mode=4
Measurement Analysis Multiple-item Measurement-Frequency Distribution
Measurement Analysis Multiple-item Measurement-Correlation within Construct
Early Adopter I usually buy a
newly released cell
phone
I am among the first
to buy a newly
released cell phone
rec: I would rather
wait for others to try a
new cell phone before
trying it myself
I usually buy a newly released
cell phone
1 .695** -.089
.000 .367
I am among the first to buy a
newly released cell phone
.695** 1 .073
.000 .462
rec: I would rather wait for
others to try a new cell phone
before trying it myself
-.089 .073 1
.367 .462
Problems: 1. Recoded item. 2. Vague definition of “others”
Brand Loyalty
I have a favorite
brand of cell
phones I buy
over and over
Even when I
change models of
cell phone, I stick
with the same
brand
I go to the
same cell
phone store
each time I
need to
purchase a
phone
I usually switch
to a different
brand when I
buy a new cell
phone
1.4I have a favorite brand of
cell phones I buy over and
over
1 .733** -.026 .316**
.000 .793 .001
1.5Even when I change
models of cell phone, I
stick with the same brand
.733** 1 -.056 .474**
.000 .575 .000
1.7I go to the same cell
phone store each time I
need to purchase a phone
-.026 -.056 1 -.138
.793 .575 .166
I usually switch to a
different brand when I buy
a new cell phone
.316** .474** -.138 1
.001 .000 .166
Measurement Analysis
Problems: 1.Cell phone is not regular shopping item. 2. Testing two concepts in the same construct
Multiple-item Measurement-Correlation within Construct
Measurement Analysis
Price Consciousness
I am aware that
the price of cell
phones will go
down some time
after they are
initially released
I usually buy a
cell phone after
the price goes
down
I buy the lowest
priced cell
phones that will
suit my needs
When it comes
to choosing a
cell phone, price
is an important
consideration
for me
I am aware that the price of
cell phones will go down
some time after they are
initially released
1 .446** .045 .165
.000 .649 .094
I usually buy a cell phone
after the price goes down
.446** 1 .469** .566**
.000 .000 .000
I buy the lowest priced cell
phones that will suit my
needs
.045 .469** 1 .506**
.649 .000 .000
When it comes to choosing a
cell phone, price is an
important consideration for
me
.165 .566** .506** 1
.094 .000 .000
Problem: People who are aware of the fact are not necessarily price conscious.
Multiple-item Measurement-Correlation within Construct
Measurement Analysis
Appeal to Ads and
Promotions
I usually
watch/read
ads about cell
phones
I usually pay
close attention
to cell phone
ads
I usually pay
attention to the
sales information
about cell
phones
I would pay
attention to the
cell phone ads
only when I
consider
buying a cell
phone
I usually watch/read ads about
cell phones
1 .763** .578** .200*
.000 .000 .043
I usually pay close attention to
cell phone ads
.763** 1 .616** .135
.000 .000 .173
I usually pay attention to the
sales information about cell
phones
.578** .616** 1 .166
.000 .000 .095
I would pay attention to the
cell phone ads only when I
consider buying a cell phone
.200* .135 .166 1
.043 .173 .095
Problem: “only when I consider buying a cell phone”
Multiple-item Measurement-Correlation within Construct
Measurement Analysis
1.1 1.3 1.4 1.5 Rec1.6 1.9 1.10 1.11 1.12 1.13 1.14
1.1I usually buy a newly
released cell phone 1 .675** .306** .056 -.110 -.276** -.369** -.294** .276** .385** .250*
.000 .002 .585 .279 .006 .000 .003 .006 .000 .013
1.3I am among the first to
buy a newly released cell
phone
.675** 1 .316** .113 -.171 -.410** -.470** -.499** .106 .316** .079
.000 .001 .267 .090 .000 .000 .000 .298 .001 .438
1.4I have a favorite brand of
cell phones I buy over and
over
.306** .316** 1 .736** .325** -.156 -.227* -.269** .075 .155 .172
.002 .001 .000 .001 .124 .024 .007 .458 .125 .089
1.5Even when I change
models of cell phone, I stick
with the same brand
.056 .113 .736** 1 .479** .091 .000 -.070 -.035 .046 .103
.585 .267 .000 .000 .368 .992 .491 .733 .653 .311
Rec 1.6 I usually switch to a
different brand when I buy a
new cell phone
-.110 -.171 .325** .479** 1 -.064 .073 -.130 -.154 -.197 -.055
.279 .090 .001 .000 .529 .472 .200 .127 .051 .586
1.9I usually buy a cell
phone after the price goes
down
-.276** -.410** -.156 .091 -.064 1 .455** .564** .085 -.041 .156
.006 .000 .124 .368 .529 .000 .000 .401 .689 .123
1.10I buy the lowest priced
cell phones that will suit my
needs
-.369** -.470** -.227* .000 .073 .455** 1 .484** -.150 -.258** -.103
.000 .000 .024 .992 .472 .000 .000 .138 .010 .309
1.11When it comes to
choosing a cell phone, price
is an important
consideration for me
-.294** -.499** -.269** -.070 -.130 .564** .484** 1 .057 -.042 .049
.003 .000 .007 .491 .200 .000 .000 .578 .683 .629
1.12I usually watch/read
ads about cell phones .276** .106 .075 -.035 -.154 .085 -.150 .057 1 .767** .561**
.006 .298 .458 .733 .127 .401 .138 .578 .000 .000
1.13I usually pay close
attention to cell phone ads .385** .316** .155 .046 -.197 -.041 -.258** -.042 .767** 1 .608**
.000 .001 .125 .653 .051 .689 .010 .683 .000 .000
1.14I usually pay attention
to the sales information
about cell phones
.250* .079 .172 .103 -.055 .156 -.103 .049 .561** .608** 1
.013 .438 .089 .311 .586 .123 .309 .629 .000 .000
Multiple-item Measurement-Correlation across Constructs
Measurement Analysis Multiple-item Measurement-Factor Analysis
Items Factor Loading Across
Construct
1.12I usually watch/read ads about cell phones .895 .003 -.066 .060
1.13I usually pay close attention to cell phone ads .875 -.094 -.009 .245
1.14I usually pay attention to the sales information about cell phones .819 .082 .122 .045
1.1I usually buy a newly released cell phone .256 -.255 .109 .769
1.3I am among the first to buy a newly released cell phone .067 -.434 .106 .798
1.4I have a favorite brand of cell phones I buy over and over .105 -.145 .840 .288
I usually switch to a different brand when I buy a new cell phone -.100 -.187 .679 -.493
1.5Even when I change models of cell phone, I stick with the same brand
.015 .103 .925 .074
1.9I usually buy a cell phone after the price goes down .109 .844 .033 -.098
1.10I buy the lowest priced cell phones that will suit my needs -.201 .707 -.004 -.259
1.11When it comes to choosing a cell phone, price is an important consideration for me
.067 .816 -.153 -.158
Measurement Analysis Multiple-item Measurement-Reliability
Construct Items Cronbach's
Alpha Item
deleted
Early Adopter I usually buy a newly released cell phone.
.816 N/A
I am among the first to buy a newly released cell phone. N/A
Brand Loyalty
I have a favorite brand of cell phones I buy over and over.
.761
.632
Even when I change models of cell phone, I stick with the
same brand. .465
I usually switch to a different brand when I buy a new cell
phone.(r) .845
Price Consciousness
I usually buy a cell phone after the price goes down.
.751
.663
I buy the lowest priced cell phones that will suit my
needs. .722
When it comes to choosing a cell phone, price is an
important consideration for me. .626
Appeal to Advertisement
and Promotion
I usually watch/read ads about cell phones.
.845
.757 I usually pay close attention to cell phone ads. .733 I usually pay attention to the sales information about cell
phones .861
Measurement Analysis Multiple-item Measurement
Construct Item Problematic Item
Concern of
Stylishness I prefer a phone with fashionable colors
I prefer a phone which can change covers
I prefer a phone co-branded with some fashion labels
Cell phone
knowledge When I encounter a new model of cell phone, I can figure out how to use it in short
time. When there is a problem with my cell phone, I always know how to solve it
I always have difficulties when using a new model of cell phone. (r) Low correlation
I usually help others solve their cell phone problems
Satisfaction
of Service
Provider
The reception of the service I use is always good
The rate of the service I use is reasonable
The service provider has provided rate plans that fits my needs
When I have trouble using the mobile phone service, I always get my problem
solved with the help of the service provider Lower loading
within construct
Perceived of
Usefulness I find my cell phone is useful Lower loading
within construct
Using my cell phone can improve my working performance
Using my cell phone can improve my social performance
Using my cell phone can increase my productivity
Using my cell phone can increase my efficiency
Measurement Analysis Multiple-item Measurements
Construct Item Problematic Item
Attitude
toward
Operation
Interface
I am familiar with the operation interface of my cell phone
I like the design of the operation interface of my cell phone Close loading on two factors
Sometimes I feel confused by the operation interface of my cell phone.
(r)
Low correlation
I can easily find the function I want by using the operation interface of
my cell phone
Concern of
Service
Contract
I will not change to a different mobile phone service until my service
contract expires
N=89
Close loading on two factors
I would change to a new provider regardless of losing my deposit if I
am not satisfied with the service. (r)
N=89
Low correlation
I am worried about losing my deposit if I change to a new service
provider
N=89
Close loading on two factors
Attitude
towards
3G
network
I am interested in using the 3G network service
It is exciting if I can use these services
These services caught my attention
These services have nothing to do with my needs (r) Low correlation
Perceived
Easiness of
Use
Learning to use my cell phone is easy for me
It is easy for me to become skillful at using the cell phone
I find my cell phone easy to use
Construct Problematic Item Suggested Revision
Early Adopter I would rather wait for others to try a
new cell phone before trying it myself.
(r)
I usually use a new set of cell
phone after people I know
use it.
Brand Loyalty
I go to the same cell phone store each
time I need to purchase a phone
I am more comfortable in
using the brand of cell phone
I currently own
I usually switch to a different brand
when I buy a new cell phone. (r)
If I were to buy a new cell
phone, I will switch to a
different brand. (r)
Measurement Revision
Construct Problematic Item Suggested Revision
Price Consciousness
I am aware that the price of cell phones
will go down some time after they are
initially released.
I usually compare prices of
different cell phones to find
the best value for my money.
Appeal to Advertisement and
Promotion
I would pay attention to the cell phone
ads only when I consider buying a cell
phone
I seldom pay attention to the
cell phone ads and
promotion information. (r)
Concern of Stylishness I prefer a phone with fashionable colors
I prefer cell phone models
that provide me with a
variety of colors to choose
from.
Measurement Revision
Construct Problematic Item Suggested Revision
Cell Phone Knowledge
I always have difficulties using a
new model of cell phone
It usually takes me a long
time to get used to a new
set of cell phone.
I usually help others solve their cell
phone problems
I have better knowledge in
solving cell phone
problems than my friends.
Attitude toward Operational
Interface
Sometimes I feel confused by the
operation interface of my cell
phone. (r)
I find the operation
interface of my cell phone
is complicated. (r)
I like the design of the operation
interface of my cell phone
The design of the operation
interface of my cell phone
is satisfactory.
Measurement Revision
Construct Problematic Item Suggested Solution
Concern of Service
Contract
I would change to a new
provider regardless of
losing my deposit if I am
not satisfied with the
service. (r) After considering the construct, the
researcher consider the service contract
will relate to legal issues and a breach of
service contract would result in bad
social security record. It is invalid to
measure respondent’s concerns about
the service contract. The researcher
decided to remove the entire construct
from the survey.
I will not change to a
different mobile phone
service until my service
contract expires
I am worried about losing
my deposit if I change to a
new service provider.
Measurement Revision
Measurement Analysis Single-item Measurements
Construct Question Item
Usage of information
sources
My friends’ opinions are an important source of information to me
My family’s opinions are an important source of information to me
The salesperson’s opinions are an important source of information to me
Third-party product reviews on newspaper/magazine/website are an important source
of information to me
Advertisements are an important source of information to me
Way of Commute On daily basis, how
often do you usually
use the following
modes of
transportation?
Walking
Biking
By car
Public transportation (T/Bus)
Time on Commuting How much time do you spend on public transportation every day? (in minutes)_______
Habits on public
transportation
Suppose you were to
commute by public
transportation, how
likely would you do the
following?
Do nothing
Read a book/newspaper
Listen to music(MP3 player)
Play with my cell phone (reading, play games, listen to music on the phone)
Demand of Technical
Features
If you were to buy a
new cell phone, how
important is it for you
to have the following
features?
Camera
Picture messaging
Internet browsing
Sending and receiving email
MP3 or multimedia player
GPS and mapping function
Install add-on application
Mobile games
Construct Question Item
Demand of
design of cell
phone
Phone Size
I prefer a small-sized phone (smaller than half of the size of my palm)
I prefer a medium-sized phone(smaller than the size of my palm)
I prefer large-sized phone (as big as the size of my palm)
Phone Shape
I prefer a flip phone (with cover on the keyboard that can flip)
I prefer a slide phone(with cover on the keyboard that can slide)
I prefer a bar phone(without cover on the keyboard)
Keyboard
I prefer a phone with standard keyboard(same as most of the mobile phone
keyboards) I prefer a phone with a full keyboard(only with number pads)
I prefer a phone with virtual keyboard (keyboard on touch screen)
Hardware
I prefer a phone with big screen size I prefer a phone with a touch screen
I prefer a phone with large memory I prefer a phone with large storage space I prefer a phone with better screen resolution
Measurement Analysis Single-item Measurements
N=104
N=105
N=105
Measurement Analysis Single-item Measurements
Construct Question Item
Behavioral
Intention of
Use
If you were to buy
a new phone
today, how likely
are you to choose
An iPhone
A blackberry
A Google phone
A phone that uses Windows Mobile operation system
Other type of smartphone (please specify ________________)
A non-smart phone
Reasons of
changing a
cell phone
How likely would
you buy a new cell
phone under the
following situation
I will change a new cell phone when my service contract for mobile phone
expires
I will change a new cell phone when I lose or break a phone
I will change a new cell phone when I want a more stylish phone
I will change a new cell phone when I want new features and services for my
phone
N=89
Measurement Analysis Single-item Measurements
Construct Item Scale
Actual
Usage
Do you currently own a cell
phone? -Yes -No
Which of the following best
describe your phone?
-Apple (iPhone)
-Google Phone -RIM (Blackberry)
-A phone that uses Windows Mobile operation system
(Please specify the brand and model, if don’t know, please leave it
blank__________)
-Nokia (Please specify the model, if don’t know, please leave it
blank________)
-Samsung (Please specify the model, if don’t know, please leave it
blank________)
-Other (please specify the brand and model of your phone)
_______________
-I don’t know the brand or model of my phone
Is your cell phone a
smart phone?
-Yes -No - I don’t know
Construct Item Scale
Actual Usage
Which cell phone
service provider do
you currently use?
-AT&T -T-Mobile -Verizon -Sprint
-Other(please specify____)
Which type of mobile
phone service do you
use?
-Contract
- Pre-paid
-Other
Do you Currently use
3G network on your
cell phone?
-Yes
-No
-I don’t know
Demographic
Question
How old are you? Open-ended, ratio
What is your gender? -Male -Female
Which of the
following describes
your academic level
-Freshman -Sophomore -Junior -Senior
-Master -PhD -Not a student
What is your
race/ethnicity
-Hispanic or Latino -White (Not Hispanic or Latino)
-Black or African American (Not Hispanic or Latino)
-Native Hawaiian or other Pacific Islander (Not Hispanic or Latino)
Measurement Analysis Single-item Measurements
N=102
N=103
N=104
Construct Item Suggested Solution
Preference of design of phone
I prefer a bar phone(without cover on
the keyboard)
I prefer a cell phone without
cover on the keyboard
I prefer a phone with standard
keyboard(same as most of the mobile
phone keyboards)
I prefer a phone with
standard keyboards (with
only number pads, answer
and reject buttons)
I prefer a phone with a full
keyboard(only with number pads)
I prefer a phone with a full
keyboard, on which the pads
are organized according to
computer keyboards.
Measurement Revision
Construct Item Problem Suggested
Solution
Behavioral Intention
Other type of smart
phone (please specify
________________)
Uncertainty in
providing
examples
Delete this item
Actual Usage
Which cell phone service
provider do you currently
use? The layout of the
items are easily
ignored
Enlarge font size
and keep question
in bold to araise
awareness
Which type of mobile
phone service do you use?
Enlarge font size
and keep question
in bold to arise
awareness
Measurement Revision
Measurement Revision
Other Necessary Revision
• Enlarge the font size and widen row spacing
• Mix the items of multi item measurements
• Specify the objective of the survey in the introduction section
• Change measurement scales for certain questions
Use of Data and Future Development
Yes 99%
Cellphone User
Yes 31%
No 60%
Don't know 8%
Missing 1%
Smartphone User
Apple 12%
Blackberry 16%
Nokia 7%
Samsung 26%
LG 13%
Motorola 10%
Cellphone Ownership by Vendor
• Differentiate smart phone users and non-smart phone users
• Reveal correlation between different brand users and their
behaviors and attitudes
Use of Data and Future Development
• Test Hypothesis
H1: Consumers tend to buy phones with familiar operating system/interface. H2: Consumers who have more product knowledge are more likely to choose
mobile phones with unfamiliar operation system/interface.
H3: Whether a phone can support third-party add-on application is important for
smart phone users.
• Target Potential Customer
Sample within existing database to pinpoint consumer behavior.
Looking back Now Is it solving the problem?
Research Objective
Research
Question
What factors
influence
students’ choice
to purchase a
smart phone
from a vendor?
What factors
influence
student
customers to
change smart
phone
vendor?
What factors
drive student
customers to
buy a smart
phone?
Restrictions
• One Survey for Multiple Purposes
• Few questions on consumer behavior
• Lack measurements for future develop
• Intention and actual use Future purchase
• Few questions on iPhone
Thank You