市场调研英文版.doc

ContentsContents1Research Background and Significance1Research Proposal1Purpose of the research1 Research Design2Sample Design2Data gathering2Data Processing and analysis3Report preparation3Time schedule3Secondary Data3Research design4 Data Analysis5Mobile phone brands5Mobile phone tariff6Mobile phone use7 Conclusions and Recommendations8Appendix9Research Background and SignificanceAs technology is progressing and the economy continues to develop, peoples consumption level of mobile phone is increasingly larger, the phone is no longer a status symbol of the individual characters and special for the adults. Young people, especially college students, have quietly become the new consumer groups. More and more businesses have begun to see university students as one of the most important mobile phone purchasers and consumer groups. There were more and more tailor-made mobile phones for college students a lot of students. Mobile phones, as an important means of communication, a high-end technology product, a fashion symbol of ones status, its popularity in the campus has beyonded peoples imagination. Research ProposalPurpose of the researchThe general purpose of the study is to determine the current situation about college students mobiles.1. To identify the consumption of the mobile phone market capacity for college students and its structure, quality, price, brand and other related market conditions.2. To comprehend where the college students buy mobile phones generally, which price of mobile phones they choose, and what kind of mobile phones and function they prefer and other basic situations.3. To study consumer behavior and psychology, and understand the consumption and college students mobile phone habits.4. To make mobile phones and mobile phone market situation and potential analysis, to understand the structure of college students use of mobile phone and the potential demand of the market. Research DesignThe Questionnaire survey method will be the basic research design. At the same time, we will use some interviews in our research. Each respondent will be college students. We will put the PSQ on the Internet and make some E-mail questionnaires. The personal interviews will be our universitys students and are generally expected to last 1015 minutes.Following are some questions that will be asked.Which kind of brand are you using now?A. IPHONE B. SAMSUNG C. HTC D. NOKIA E. Motorola F. LG G. Sony EricssonHow did you get your mobile phone?A. Parents buy it for you B. Buy it by yourself C. Be gave as a presentSample DesignA survey of approximately 100 college students on the Internet will provide the database for this study. The questionnaires will be put on the Internet and some will send E-mails to college students. The sample will be selected on a probability basis from all respondents. Eligible respondents will be college students.Data gatheringThe data of questionnaires survey on the Internet will be gathered and E-mails will be put into analysis.Data Processing and analysisStandard editing and coding procedures will be utilized. Simple tabulation and cross-tabulations will be utilized to analyze the data.Report preparationA written report will be prepared, and an oral presentation of the findings will be made by the research analyst.Time scheduleProgramDeadlineResearch proposal & Secondary dataMarch 31thResearch DesignApril 30thProject PresentationMay 11thFinal reportMay 18thSecondary DataAccording to the information we searched for, weve gathered about general condition of college students mobile phones and a real questionnaire.College student consumer is a huge energy and space market, also is mobile phone industry is facing fierce competition in the market to expand. The study by way of questionnaire survey of college student is random sampling. Generally speaking, the influence of consumer spending behavior product factors, consumer factors and the external environment factors. Focusing on brand, quality, function, the price, the main influence factors to reveal the behavior of the college students mobile phone consumption main factor.手机品牌排行手机价格学生手机的使用要求分析Research designOur group chooses International Research to collect data and make analysis. The advantage of international marketing is that it make sure the validity and authenticity of the questionnaire research. The picture shows the sources of questionnaire. The questions 1,2,4 we design to research the brands and economic utility level for college students mobile phones.And the main purpose of question 6,7,8 is to understand which functions students pay more attentions to.Questions 3,5,9 are focusing on the finance charges of majority college studentsThe final questions 10 11 12 are surveys for the dependence of mobile phones. Data AnalysisMobile phone brandsFavorite brandsOwned brandsWith the gradual development of communications, the major mobile brands to enter the market, people are also selected according to their preferences like mobile phones, but perhaps restrictions due to external conditions, people tend to buy cell phones and do not match.May be due to some of the conditions are not suitable for their own products, resulting in consistent with the mobile phone does not have people like.Through surveys of college students preferred brand of mobile phones that Apple by a nose ahead once the percentage of mobile phone leader Nokia.Second is the Samsung 32.39%,HTC28.17%, Motorola 9.86%, Lenovo 7.04% Sony Ericsson 2.82% other cent.While in college students to buy mobile phones, Nokia 21.13%HTC8.45% Motorola Samsung 45.07% Apple cent 5.63% Lenovo 8.45% other cent.Mobile phone tariffIn the price survey, we found that consumers like to $ 1000 to $ 2000 price, the percentage up to 42.25%, and 39.44% valued at $ 2000 to $ 3,000 in the high-end mobile phonesThere 5.63% of consumers said they would select the $ 1000 of the following phones.Of course, there are some consumers to buy higher priced mobile phone, where more than 3,000 yuan 12.68%, student of consumer groups, it was quite popular in the middle of the price mobile phone.Cell phone monthly fee to become a part of students everyday life expenses, through investigation of students mostly between 50-100 and 43.66% less than 50 per cent of 28.17%, these data reflect students are not taking too much on the phone calls cost only about 10% of more than 150.The figure above shows the attitude of the male and female face too much overhead there is difference, male attention and offers and no women in positive, they prefer the restraint to resolve, whereas women in the 65.85% value by focusing on activities to reduce cost.Mobile phone useStudy of mobile phone use time we will find that college students 47.89% of cell phone use for more than 4 years, five years accounted for 3-4, five years accounted for 2-3, within five years accounted for 1-2 year 7.04%College students attitudes towards mobile approach rely on, in which men and women use cell phone most of the time in a day for more than 2 hours, but the male is between 0.5 to 1 hour is greater than the proportion of women, 1-2 hours and six hours, however a small portion is less than women, and women for phone use over time too male. Conclusions and RecommendationsWith economic development,peoples living standardcontinues to improve. Communication technology continues to progress, the mobile phone is increasingly becomingan integral part ofpeoples lives.Own a mobile phoneis no longer the monopoly of a fewcollege students generallyhave a mobile phoneis notsurprisingthat the Universitys mobile phone market has also becomethemobile phoneoperatorsaimed atamarketcan not be ignored.Afteranalysis ofthe questionnaire,themobilephoneconsumer motivationof university students is clear, theconsumerdesire tostrengthen thestudentsgradually formed aspecificbuying motivation.Consumer motivationofuniversitystudents is consider the function, style, price, brand, place of purchase, and other factors.After researchfound thatcollegestudentswhen buying cell phones,the focus is on quality, only5.56%ofpeoplewould consider the price, showing that consumers psychology, there aresomecomparisonsandface.It can be seenfrom the figureofwhich 58.33%ofpeople think thatthepracticallength of life,thefactors thatsignal is the main consideration when buying cell phones,followed by thefashionpopular. Most investigators believe that the premise of the quality assurance, first consider the design of phone, such as shape,size,thickness, material, colorandsoon.research limitationsIn order to make the survey as accurately as possible, we choose the sample carefully, select the survey methodology, but even so, the investigation still has its limitations and shortcomings.1) limitation in the directionDifferent people may choose a different perspective to the investigation or analysis, a different angle may be the conclusi