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Statistics Research Pape
Athena Marie O. Espinosa
Kamille C. Guerrero
Carlo Mejia
Jerome Casao
Brand Preference on Mobile Phone Brands
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ABSTRACT
The use of mobile phone has become part of our day to day activity. As a growing
number of mobile phone brands that are available in the market today, each of the consumers
prefers a particular brand. In this paper, the researchers focus on determining the brand
preference of De La Salle-University Dasmarias College of Business Administration and
Accountancy student for mobile phone brands. A survey has been conducted to 200
respondents from DLSU-D CBAA to analyze their response and solve the problem of this
research. Using the data that was being gathered, the researchers were able to know the brand
preference of their respondents for mobile phone, the reason for such preference and the
particular thing which they look for in their preferred brand.
The data shows that Samsung is the brand that is frequently owned by the CBAA
respondents but most of them prefer iPhone to be their new phone. The features of the mobile
phone, its brand name and the product review of each brand influence the respondents brand
preference over the mobile phone. Respondents were highly in favor of mobile phone that has
internet accessibility and for most of them it doesnt matter if it has a radio feature.
It is obvious from the study that each of the respondents owns and prefers different
mobile phone. Their preference on mobile phone is being affected by different features and
factors associated with the brand. A particular feature may be too important for some but may
not be beneficial for others. Therefore, the researchers recommend for future study the
continuation of the research on mobile phone in order to improve the basis of this study.
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ACKNOWLEDGEMENT
We would like to express our gratitude to several individuals who have contributed
through their help and guidance and extended their valuable assistance in preparation
and completion of this study.
We would like to acknowledge the support of our professor, Miss Liza Dia Buitizon,
whose help, knowledge, experiences and encouragement helped us at all times to the
great extent of this study.
We would also like to thank our family, friends and classmates, who were there to give
their support and encouragement in doing this research.
Above all, we thank Almighty God who always made things possible and providing us
strength and capability to finish this research.
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Table of Contents
Chapter 1: The Problem and its Setting ...................................................................... 5
A. Introduction ............................................................................................................. 5
B. Statement of the Problem ....................................................................................... 6
C. Significance of the Study ........................................................................................ 6
D. Scope and Limitations ............................................................................................ 7
E. Definitions of Terms ................................................................................................ 7
Chapter 2: Methodology ............................................................................................... 9
A. Sampling Design..................................................................................................... 9
B. Instrumentation and Data Gathering ....................................................................... 9
C. Statistical Treatment of Data ................................................................................ 10
Chapter 3: Presentation and Interpretation of Data .................................................12
Chapter 4: Summary, Conclusion and Recommendation .......................................20
A. Summary .............................................................................................................. 20
B. Conclusion ............................................................................................................ 21
C. Recommendations ................................................................................................ 22
Bibliography ................................................................................................................ 24
Appendix ...................................................................................................................... 25
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Chapter 1
THE PROBLEM AND ITS SETTING
A. Introduction
Mobile phones are without a doubt the greatest invention of mankind. It has
become an integral part of our lives. We used it for variety of purposes, such
as for business and personal use, including conducting business dealings,
keeping in touch with family members and for an event of emergency. In
addition, the Philippines was dubbed as the texting capital of Asia. Even a
child owns a cell phone in each household.
A number of mobile phone brands are available in the market today and every
consumer prefers a particular brand. Each brand offers innovative designs,
functional features and top-of-the-line technology. With these, each mobile
phone brand is on a stiff competition with one another.
The study will focus on determining the mobile phone brand preference of
DLSU-Dasmarias CBAA students. It is conducted to know which brand of
mobile phone is most preferred by them and what do they look for in a
particular brand of mobile phone.
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B. Statement of the Problem
This study intends to examine the mobile phone brand preference of DLSU-
Dasmarias CBAA students. Specifically, the study seeks to answer:
1. Which brand of mobile phone does DLSU-Dasmarias CBAA students
mostly preferred?
2. What are the reasons for such preference?
3. What do DLSU-Dasmarias CBAA students look for in a particular brand
of mobile phone?
C. Significance of the Study
This study will be a significant activity in establishing customer satisfaction of
various mobile phone brands. This will help the company to understand what
the consumers want to their product. By understanding the needs and wants
of the consumer, mobile phone company will gain competitive advantage and
will be able to improve their product in accordance to the preference of the
target market. Also, they will be able to assess the different factors in mobile
phones that can influence the market brand preference.
This study will also be beneficial to the students and professors when they
gain knowledge and learning on the current scenario related to the mobile
phone brand preference of the consumers. It will also help students, who are
the frequent users of mobile phones, to identify the best mobile phone brand
to use.
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To the future researchers, this study will benefit them to serve as their guide,
which they may improve later on.
D. Scope and Limitations
This study mainly focuses on the mobile phone brand preference of
students of DLSU-D College of Business Administration and Accountancy
located at CBAA building.
Population: The set of all CBAA students in DLSU D.
We would like to determine the brand of mobile phone that is mostly preferred by
students of College of Business Administration and Accountancy.
Limitations:
The findings are based entirely upon the research conducted in CBAA
building and may not be applicable to other colleges and other areas.
The findings may be applied to future study, hence, may be improve and
subject to change.
E. Definitions of terms
Mobile Phones - portable telephone device that does not require the use
of landlines.
Mean - is the average of the numbers: a calculated "central" value of a
set of numbers
Mode - is the number that appears most often in a set of numbers.
http://www.businessdictionary.com/definition/telephone.htmlhttp://www.businessdictionary.com/definition/telephone.html -
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Statistical Treatment of Data - is essential in order to make use of the data
in the right form.
Data - are qualitative or quantitative variables, belonging to a set of items.
It is typically the result of measurements and can be visualized using
graphs or images.
Variable it is a logical set of attributes. In mathematics, it is a symbol that
represents a quantity.
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Chapter 2
METHODOLOGY
A. Sampling Design
To determine, the brand preference of CBAA students in mobile phone,
each member of the group is tasked to have 50 students respondent from CBAA.
The researchers have used the most common method of sampling
which is convenience sampling to get quick response from their respondents.
The respondents are selected accidentally for the researchers convenience and
accessibility since nowadays almost all of the students have been using and own
a mobile phone.
B. Instrumentation and Data Gathering
The researchers used the indirect or questionnaire method of collecting
data. In here, the information is collected through a given questionnaire. The
questionnaire is a written document that contains set of questions related to the
study, which is mobile phone brand preference, that are given to their chosen set
of respondents for them to answer it.
To get a better response the questions in the survey form should acquire
the characteristic of a good question, which is unbiased, clear and simple,
precise, and easy to analyze.
After the respondents have given their answers, the researchers will
compile all the answers in order to know which brand of mobile phone is mostly
preferred by CBAA students.
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C. Statistical Treatment of Data
This research will include the following statistical tools to identify which
brand of mobile phones is mostly preferred by DLSU-D CBAA students.
The process will include:
1. Measure of central tendency
According to research, statistical treatment of data involves describing
the data. The best way to do this is through the measures of central
tendencies like mean, median and mode.
In this study, the researchers will use:
Mean or average
It is the most commonly used method of describing central
tendency. For a data set, the arithmetic mean is equal to the
sum of the values in the observation divided by the number of
observations.
Mean is computed as:
In this study, mean will be used to determine the average
ranking of each of the particular features and factors that can
influence the respondents in choosing their mobile phone brand.
Mode
In statistics, the mode is the observed value that occurs most
frequently in a data set, thus tell us about the data that is most
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frequently repeated. The concept of mode makes sense for
nominal data, those that are not consisting numerical values.
In this study, mode will be used to determine which of the
choices in each question in the questionnaire has the highest
observation or being answered frequently by the 200
respondents.
2. Distribution
It is the summary of the frequency of individual values for a variable.
The simplest distribution would list every value of a variable and the
number of respondents who had each value.
For example, we describe gender by listing the number or percent of
males and females.
Distribution may also be displayed using percentage. It is used to
express how large or small one quantity is, relative to another quantity.
The percent value is computed by multiplying the numeric value of the
ratio by 100.
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28%
6%29%
14%
12%
4%
3% 4%
What brand of mobile phone do I
own presently?
Nokia
Sony Ericson
Samsung
iPhone
BlackberryMyPhone
Cherry Mobile
Others
Chapter 3
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
The above chart shows that out of 200 respondents, 61% or 122 respondents own 1
mobile phone; 32% or 64 respondents own 2 mobile phones and 7% or 14 of the 200
respondents own 3 mobile phones.
The brand which
has the highest
observation is
Samsung that is
owned by 81
respondents.
Mode = 81
61%
32%
7%
How many mobile phones do I have?
1 mobile phone
2 mobile phones
3 mobile phones
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*Others include LG, Lenovo, Alcatel, Xperia, HTC and Willphone.
28% of 2 mobile phone owners own both Nokia and Samsung brand. 17% own
both iPhone and Samsung and 3% of the 64 two mobile phone owners own Nokia and
iPhone. Also, 7% of 3 mobile phone owners own all of the three Samsung, Nokia and
iPhone.
The reason for
choosing that
certain brand is
because of the
features that is
being offered by
the mobile
phone brand
features is
chosen by 118
respondents.
Note: The N in the above charts is being changed because our respondents chose
more than one answers.
*Other reasons include gift, no choice, free from globe and good quality.
Brand Name Prestige
Features
Good Product Reviews
Advertising
Product cost
Others
20%
38%
19%
8%
11%
4%
Why did I choose this brand over
others?
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TOP THREE OWNED MOBILE PHONE
BRAND
TOP THREE REASONS FOR CHOOSING
THE BRAND
SAMSUNG 81 respon dents FEATURES118
respondents
NOKIA 78 respon dentsBRAND NAME
PRESTIGE64 respo ndents
iPHONE 40 respon dentsGOOD PRODUCT
REVIEWS
60 respo ndents
Out of 81 respondents that own Samsung 34% of them chooses Samsung because of
its features; 6% because of brand name prestige; 14% because of good product
reviews; 11% because of both brand name prestige and features; 4% because of both
brand name prestige and good product reviews; another 14% because of both features
and good product reviews; and 9% because of all of the top three reasons (features,
brand name prestige; good product reviews).
Out of 78 respondents that said they own Nokia, 22% of them chooses Nokia because
of its features; 6% because of brand name prestige; 13% because of good product
reviews; 14% because of both brand name prestige and features; 4% because of brand
name prestige and good product reviews; 10% because of both features and good
product reviews; and 6% because of all the top three reasons.
Out of 40 respondents that own iPhone, 33% of them choose iPhone because of its
features; another 33% because of brand name prestige; 8% because of both brand
name prestige and features; 13% because of both features and good product reviews;
and 8% because of all the top three reasons.
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Analysis:
Mode = 66 or (33%)
Once a year preferred by most of the respondents.
66 respondents answered once a year for them to change their mobile phone.
Analysis:
Mode =
= 154 or 77%
Preference on the
choice when the
phone is broken
and beyond repair
before therespondent
changes or buy a
new phone.
When broken
and beyond
repair
77%
New model
comes out
20%
Others
3%
When do I buy a new phone?
Never, 24%
Once a year,
33%
At least twice
a year, 18%
Every other
year, 25%
How often do I change my phone?
Never
Once a year
At least twice a year
Every other year
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Out of 200 respondents 77 or 38.5% of the respondents are very satisfied with their
mobile phone design aesthetics; 105 or 52.5% are moderately satisfied; 16 or 8% are
moderately dissatisfied; and 2 or 1% are very dissatisfied.
Samsung VS MS MDS VDS
DesignAesthetics
29 45 7 0
With regards to design, out of 81 owners of Samsung mobile brand, 29 owners or
35.8% respondents are very satisfied; 45 or 55.56% are moderately satisfied; 7 or 8.
64% are moderately dissatisfied; and none very dissatisfied.
0
20
40
60
80
100
120
Very Satisfied Moderately
Satisfied
Moderately
Dissatisfied
Very Dissatisfied
77
105
162
Design Aesthetics - Customer Satisfaction
0
50
100
150
Very Satisfied Moderately
Satisfied
Moderately
Dissatisfied
Very
Dissatisfied
78105
161
Features - Customer Satisfaction
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Out of 200 respondents 78 or 39% of the respondents are very satisfied with their
mobile phone features; 105 or 52.5% are moderately satisfied; 16 or 8% are moderately
dissatisfied; and 1 or 0.5% are very dissatisfied.
Samsung VS MS MDS VDS
Features 32 44 5 0
With regards to features, out of 81 owners of Samsung mobile brand, 32 owners or
39.51% respondents are very satisfied; 44 or 54.32% are moderately satisfied; 5 or
6.17% are moderately dissatisfied; and none very dissatisfied.
Out of 200 respondents 113 or 56.5% of the respondents are very satisfied with their
mobile phone usability; 70 or 35% are moderately satisfied; 14 or 7% are moderatelydissatisfied; and 3 or 1.5% are very dissatisfied.
0
20
40
60
80
100
120
Very Satisfied Moderately
Satisfied
Moderately
Dissatisfied
Very Dissatisfied
113
70
143
Usability - Customer Satisfaction
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Samsung VS MS MDS VDS
Usability 45 27 7 2
With regards to usability, out of 81 owners of Samsung mobile brand, 45 owners or
55.56% respondents are very satisfied; 27 or 33.33% are moderately satisfied; 7 or
8.64% are moderately dissatisfied; and 2 or 2.47% are very dissatisfied.
iPhone is the brand that most of the CBAA students mostly preferred to have for a new
phone. Out of 81 owners of Samsung, 59% of which prefer iPhone to be their new
phone and out of 78 owners of Nokia, 37% of which prefer iPhone to be their new
phone.
FEATURES AVERAGE RANKING
1. Internet (highest) 2.45
2. Camcorder 3.33
3. MP3 player 3.525
4. Gaming 4.005
5. Bluetooth 4.35
7. GPS 4.61
6. Radio (lowest) 5.375
The table above shows the average ranking of the particular feature that the
respondents look for in a mobile phone.
NokiaSony Ericson
Samsung
iPhone
Blackberry
MyPhone
Cherry Mobile Others
What brand do you prefer to have for a new
phone?
Nokia
Sony Ericson
Samsung
iPhone
Blackberry
MyPhone
Cherry Mobile
Others
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FACTOR AVERAGE RANKING
1. Feature (highest) 2.015
2. Design 2.46
3. Price 2.67
4. Brand name (lowest) 2.69
The table above shows the average ranking of the outstanding factor that the
respondents preferred in a mobile phone.
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Chapter 4
SUMMARY, CONCLUSION AND RECOMMENDATION
A. Summary
This portion of the study contains the summary of the data being gathered.
In this research out of 200 respondents, 44% male and 56% female are being
asked about their brand preference for mobile phone through the use of
questionnaire. The data gathered shows that 61% own 1 mobile phone, 32% own
two mobile phones and 7% own 3 mobile phones. The brand Samsung has the
highest observation that is being owned by 81 of the respondents, 34% of them
chooses Samsung because of its features; 6% because of brand name prestige;
14% because of good product reviews; 11% because of both brand name
prestige and features; 4% because of both brand name prestige and good
product reviews; another 14% because of both features and good product
reviews; and 9% because of all of the top three reasons (features, brand name
prestige; good product reviews). Often, 33% of the respondents change their
mobile phone once a year.
With regards to the satisfaction of the customer majority of the
respondents are just moderately satisfied with their mobile phone design
aesthetics and features but very satisfied with the usability of their current phone.
Most of the respondents or 77% respondents will only buy a new phone when
their current phone is broken and beyond repair and if they have to buy for a new
phone, majority prefer iPhone to be their phone. Samsung as being owned by
most of the respondents, 59% of them prefer iPhone to be their new phone.
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Feature that is chosen by most of the respondent with an average ranking of
2.015 is the outstanding factor which they look for their preferred brand, and
internet accessibility with the highest ranking of 2.45 is the particular feature
which they look for.
B. Conclusion
A study on mobile phone brand preference has been conducted to know which
brand of mobile phone does DLSUD-D CBAA students mostly preferred.
Most of the respondents owned only one mobile phone and some have 2 to 3
mobile phones. In conclusion, the findings shows in this research that Samsung
is the mobile brand that is owned by most of the CBAA students but iPhone is the
brand that most of them prefer to have for a new phone. 59 % of Samsung
owners prefer iPhone to have for a new phone.
Indeed, the mobile phone features along with brand name prestige and good
product reviews are the top three reasons that can affect most of the
respondents preference over mobile phone. CBAA students prefer a particular
mobile brand due to its outstanding factor which is the mobile phone features and
the brand name of the mobile phone is the least factor. The features that CBAA
students look for in a particular brand of mobile phone is internet accessibility
that receive the highest ranking, followed by camcorder, then MP3 player, etc.
Radio is the feature that receives the lowest ranking.
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C. Recommendations
Mobile phone companies should maximize the distribution of each of their
mobile brands in the market. They should continue to work on providing
customer services that will satisfy their needs and wants, for them to continue to
be loyal with their preferred brand of mobile phone.
Samsung as being owned by most of the DLSUD-CBAA students should
continue to improve its mobile phone features, the brand name itself and the
product reviews from different customers, for the owners to continue to prefer the
brand and thus, will not shift to other brands. iPhone should continue to build its
brand name prestige. Companies can create various promotional activities that
can affect the preference of the customer, thus improve its brand name.
Each of the mobile phone companies can provide their customers internet
services and create a wireless network settings that will give owners of mobile
phone unlimited access to the internet. This strategy will help to improve the
brand preference a customer has over a mobile phone brand.
This portion of the study will also provide future researchers ideas on what
can be studied more in relation to this topic. It can be suggested that future
researchers can study about how much money is being spent by customer with
regards to their preferred brand of mobile phone. Also, a study about the
percentage of the mobile phone owners who go online using their mobile phones
and what do they frequently do when they are browsing can be put into
consideration. Furthermore, future researchers can also study about the time
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being spent by owners of mobile phone each day with their cell phones and the
amount of their call versus the amount of their text messages.
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BIBLIOGRAPHY
Zamora-Reyes, C. & Ladao-Saren, L. (1993). Elementary Statistics:
text/workbook. Mandaluyong City: National Book Store.
Siddharth Kalla (2009). Statistical Treatment of Data. Retrieved October 2, 2012,
fromhttp://www.experiment-resources.com/statistical-treatment-of-
data.html
http://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.htmlhttp://www.experiment-resources.com/statistical-treatment-of-%09data.html -
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Appendix
DLSU-Dasmarias CBAA Students Mobile Phone BrandPreference Survey
Please take a moment to answer this survey form for us to know what brand of mobile phone that DLSU
Dasmarias CBAA students mostly preferred. Kindly check the box of your choice.
Questionairres:
1. Course : _____________________________________
2. Gender : Male Female
3. Do you own a mobile phone? Yes No
4. How many mobile phones do you have? 1 2 3
5. What brand of mobile phone do you own presently?
Nokia
Sony Ericsson
Samsung
iPhone Blackberry
MyPhone
Cherry Mobile
Others (Please specify) _______________
6. Why did you choose this brand over others?
Have been using this brand for long
Better features
Good product reviews
Appealing advertisements Product cost (price sensitive)
Others (Please specify) _______________
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7. How often do you change your phone in a year?
never
once
twice
3x or more
8. How satisfied are you with your current phone?
not satisfied
satisfied
very satisfied
9. What brand do you prefer to have for a new phone?
Nokia
Sony Ericsson
Samsung
iPhone
Blackberry
MyPhone
Cherry Mobile
Others (Please specify) _______________
10.Does the brand of a mobile phone is important to you in buying one? Yes No
11. What particular feature do you look for in a mobile phone? (You can choose more than one answer)
Bluetooth
Gaming
Camera with video recorder (camcorder)
MP3 player
Radio
GPS (Global Positioning system)
Internet accessibility
Others (Please specify) _______________
12. In your preferred brand of mobile phone, what is its outstanding factor?
Price
Features
Design