452 data analysis write up

452 data analysis write up - Introduction United Wireless...

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Introduction United Wireless is considering launching a new cell phone and service. The company decided to conduct a survey to gain more knowledge about purchasing decisions made by consumers of cell phones. The research design United Wireless used was a questionnaire averaging ten minutes in length. The sample size was 200 consumers selected through a national probability sample based on random digit dialing, which called landlines. Respondents were 18 years of age or older in households of family incomes of $30,000 or more. All surveying was done by means of central-location telephone interviewing, using a computer-assisted approach. Interviewing was supervised and unobtrusively monitored. It was conducted during February 2000 and was conducted from a central-location telephone interviewing facility. There were four research objectives in this project. The first research objective was to determine the demographic characteristics of likely purchasers of a new cell phone service offered by United Wireless. The second objective was to determine the likelihood of purchasing a new cell phone and service offered by United Wireless. A third research objective was to determine which cell phone and service attributes to offer to customers. The fourth objective was to determine the current usage of landlines and impact on ownership. The results of the survey were described and statistically analyzed to assist United Wireless in decision making about their new cell phone and service. Descriptive Results Demographic Characteristics of Likely Purchasers When testing demographics against cell phone ownership, the cross-tab analysis showed that overall, 63% of respondents did not own a cell phone, and 37% did. With respect to gender, 70.1% of female respondents did not own a cell phone and 29.9% did own a cell phone. On the other hand, 45.2% of males did own a cell phone and only 54.8% did not. Males accounted for 46.5% of respondents, while females were 53.5% of respondents. The cross-tab analysis of marriage as a factor in cell phone ownership showed that 69.5% of all respondents were married and
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30.5% were unmarried. Of married respondents, 40.3% owned a cell phone and 59.7% did not. Only 29.5% of unmarried respondents owned a cell phone, while 71.5% did not own one. Out of the total number of respondents, 2% were in the age range of 25-34, 32.5% were in the age range of 35-44, 25% were in the range of 45-54, 27.5% were 55-64, and 13% were older than 65. None of the 25-34 year old respondents owned a cell phone. The age group with the highest percentage of cell phone ownership was the 55-64 year old group, with 47.3% owning a cell phone. The other age groups fell in between the these two groups. Of all respondents, 56% had no children under 18 in the
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This note was uploaded on 12/15/2011 for the course BMGT 452 taught by Professor Staff during the Fall '08 term at Maryland.

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452 data analysis write up - Introduction United Wireless...

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