Marketing data analysis - report
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New Product Design Proposal
After doing some secondary and primary research with Apple’s customers in Sydney, New South Wale, Australia. Apple has designed a new gaming laptop for gamers and further gained a better understanding of customers’ preferences for various types of gaming laptops. With the growing number of brands and combination of product attributes, Apple wishes to expand their gaming laptop to suit gamers’ preference in order to compete with existing competitors, such as Asus, Lenovo, and Alien etc.
Objectives:
Apple wishes to uncover the best combination of product attributes to design a gaming laptop that has the most appeal to gamers.
Possible Attributes:
Through looking at fellow competitor’s offerings, the following are a list of possible attributes:
· Price
· Distribution (online or offline)
· Connector (USB or Type-C)
· Screen size
· Memory (128GB, 256GB, or 512GB)
· Processors (i7,i9)
· Color
Product concept
1. 13’ Small Size Apple Gaming: a 13’ screen size and small memory gaming laptop with 128GB and i7 processor for less than AUD2000.
2. 15’ Medium Size Apple Gaming:a 15’ screen size and medium memory gaming laptop with 512GB and i7 processor for AUD2500-3000
3. 17’ Large Size Apple Gaming: a 17’ screen size and large memory gaming laptop with 1T and i9 processor for more than AUD3000
A conjoint analysis is thus proposed to assist management with the above decision. the conjoint analysis study using a fractional orthogonal design (a subset of the full factorial design of 4x4x4x4x4x2x2=4096) will be used involving the following 7 factors or attributes:
1. Price attribute with 4 levels:
A.Less than 2000aud
B.2000-2499aud
C.2500-3000aud
D.Over 3000aud
2. Screen size attribute with 4 levels:
A. 13 inch
B.15 inch
C.17 inch
D.21 inch
3. Color attribute with 4 levels:
A.Sliver
B.Black
C. Gray
D. Blue
4. Memory attribute with 4 levels:
A. 128GB
B. 256GB
C. 512GB
D.1TB
5. Distribution attribute with 2 levels:
A. Online
B. Offline
6. Processor (performance) attribute with 2 levels:
A.I7
B.I9
7. Connector attribute with 4 levels:
A. USB
B.Type-C
C.Type-A
D. Mix
Questionarie
Dear Respondent,
Welcome to the survey being conducted by students of MDA at
the University of Technology, Sydney.
After doing some secondary and primary research with Apple’s customers in Sydney, New South Wale, Australia. Apple has designed a new gaming laptop for gamers and further gained a better understanding of customers’ preferences for various types of gaming laptops.
The survey will take approximately 15 minutes to complete. The information you provide is solely
for our analysis and therefore will not be used for any other purposes. Your
answers will be completely anonymous and treated as confidential.
Thank you for your participation. We much appreciate your time and assistance
with this research project.
Behaviour questions
1. How often do you buy a skincare product?
o Less than 1 year
o 1-2 years
o 2-3 years
o More than 3 years
2. Where do you usually purchase a skincare product?
o Online
o Offline
3. What is your favourite colour of skincare product?
o Sliver
o Black
o Gray
o Blue
4. What is your main use for your skincare product?
o Work
o Study
o Game
o Entertainment
Preferences questions
5. What is the most influential factor when deciding where to purchase your laptop?
· Word-of-Mouth
· Service
· Location
· Brand awareness
· Other
6. What is your preferred laptop brand?
· Apple
· Alienware
· MSI
· Razer
· ASUS
· Other, please specify
7. Which of the following attributes is most important when deciding to purchase a gaming laptop? [tick all applicable]
· Price
· Screen Size
· Color of Laptop
· Memory of Laptop
· Processor of Laptop
· Connectot of Laptop
8. Where have you noticed gaming laptop advertisements?
· TV
· Social media
· In store
· Billboard
· Radio
· Magazines
· Newspapers
· Other, please specify
9. I am very interested in gaming laptops.
Strongly disagree Disagree Uncertain agree Strongly agree
10. I am more concerned about the performance of the computer than the price of the computer.
Strongly disagree Disagree Uncertain agree Strongly agree
11. When I buy a computer, I pay more attention to the performance of the computer than the appearance.
Strongly disagree Disagree Uncertain agree Strongly agree
12. When I buy a computer, advertisements will influence my purchase decision.
Strongly disagree Disagree Uncertain agree Strongly agree
Demographic questions
17. Please indicate your gender:
o Male
o Female
18. Please indicate your age group:
o Under 18 years old
o 18-25 years old
o 26-35 years old
o 36-45 years old
o 45+
19. Please indicate your occupation:
o Unemployed
o Student
o Partime-job
o Employed
o Retired
20. Please indicate your average annual income for your household:
o 1. Under $20,000
o 2. $20,000 - $49,000
o 3. $50,000 – $99,999
o 4. $100,000 - $149,000
o 5. $150,000 - $199,000
o 6. $200,000+
Bundles set
Please choose your most preferred bundle and least preferred one in the set below. Notes: You can only pick up ONE tick on each line.