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Apple Ipad Research Analysis

Essay by   •  April 7, 2011  •  Case Study  •  2,499 Words (10 Pages)  •  2,230 Views

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The purpose of this survey was to examine the relationship between the consumer's purchasing attitudes towards the iPad. Participants included thirty marketing students (11 female, 19 male) of Cal State San Bernardino with mixed ages. Participants completed a survey of twelve questions. Six questions are nominal and are directly related to the iPad which will give me precise information on the consumer's aptitude on the product. Four other questions are nominal as well but are more focused on technology in general to get an understanding on the consumer's technology preference. Two questions are directed towards the consumer which will help me identify the consumer's specifications. It was hypothesized that the consumers want to purchase an iPad.

The survey results can either confirm or deny this hypothesis. If the survey results show that the majority doesn't in fact have a want to purchase an iPad then the null hypothesis will be rejected and the alternative hypothesis of consumers having no desire to purchase an iPad may be true. The results of the survey are as followed:

The very first question is very upfront about what the survey is about. The question is: Would you purchase an iPad? The yes or no answer selection will force the participant to make a firm decision on whether they would buy an iPad. The results were 60% YES (18), 40% No (12), with a standard deviation of 5%. The results did not fully correlate with the hypothesis completely but still proves that the majority of the participants would purchase an iPad. The results show that there is a weak consumer desire to purchase an iPad. Judging by the closeness of the results I think that the results of question 1 reject the null.

The second question deals with exposure of the product. The question is: Have you seen an iPad advertisement? The results were 97% YES (29), 3% NO (1), with a standard deviation of 1.8%. These results correlate with the relationship of the consumer's desire towards the iPad. Being highly exposed to a product can increase your desire for the product. The fact that 97% of the survey polled has been exposed to an iPad commercial is a remarkable accomplishment for the Apple marketing team. All but 1 person that took the survey has been exposed to an iPad advertisement which means the consumer knows what an iPad is and has thought about it at some point in their lives. Expose is very important to establishing a desire for your product. These results accept the null that there can be potential desire for an iPad by exposure.

The third question is: Do you care about technology? This was let me know if the consumer is actually interested in technology or not since an iPad is in the category of technology. The results were: 87% YES (26), 13% NO (4). With a standard deviation of 3.5%. These results correlate and accept the null. If you have an interest in technology, it is possible that you will have an interest in the iPad. With no interest in technology there will be no interest in an iPad. No desire for an iPad. With interest in technology being so high I think that the likelihood of a positive desire is greater than if the results came back negative and no interest was held in technology.

The Fourth question is: Do you think an iPad would be useful to yourself? This was to give me greater insight on whether or not the consumer has a desire for an iPad or not. It's much like the first question, but reworded and in a slightly different context. This will let me know if the consumer might have an idea on what they might use an iPad for and if it's worth purchasing it The results were: 60% YES (18), 40% NO (12) with a standard deviation of 5%. These results came in the same as the first question which I didn't expect. This question imposes a mythological context with no pressure to purchase an iPad. I will have to side with question one's conclusion and say that question four confirms with the null hypothesis on the basis of the majority does think an iPad would be useful and therefor would have a desire in purchasing one.

The fifth question is: Would you get an iPad if they were cheaper in price? This has given me greater insight on whether or not the consumer has a desire for an iPad or not (purchase-wise). This will let me know if the consumer might have an idea on what they might use an iPad for and if it's worth purchasing it. The results were: 73% YES (22), 27% NO (8), with a standard deviation of 4.5%. 73% of the survey participants thought that the iPad was too expensive but would purchase one if the price was lower indicates that a high desire is there just not at the price it is sold at. Since the null hypothesis is that consumers want an iPad, I would say that the results accept the null.

Question six: Do you own a computer/laptop? This let me know if the survey participant was vaguely familiar with technology. This also lets me know how interested they are in technology. And can also even tell me if they have any type of substantial income to even afford a computer. Almost everyone has some type of computer so if they answer no then an iPad is most likely out of the picture on demand for that particular consumer. The results were: 100% YES (30), 0% NO, with a standard deviation of 0. This was clear that all participants use technology and is familiar with how computers/laptops work. Using a computer I would assume they use the internet which means they could possibly have a desire to use the internet on the go. This can be translated into potential iPad buyers.

Question seven: Would you be willing to replace your home computer/laptop with a tablet? This question provided insights on the consumer's attitude on purchasing an iPad. If the consumer is not willing to replace his home computer or laptop with something smaller and hand held then they might have less of an interest in buying an iPad. This is not to say that they can't have both, but given the option to replace their home computer/laptop with an iPad would they do it says a lot about how much they desire a product like an iPad. The Results were: 7% YES (2), 93% NO (28), with a standard deviation of 2.5%. These results reject the null hypothesis because only 7% would trade their laptop/home computer for a tablet. This percentile is very low which means maybe the desire to have a tablet such as an iPad isn't desired by many. This however doesn't say that they don't want an iPad. The wording on the question is such that the consumer would have to replace their computer/laptop with an iPad. Some consumers could prefer booth a computer/laptop and a tablet/iPad. This data accepts the alternative hypothesis.

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