Formatting, Editing and combining of papers

James Copeland, Victor Dionisio, Brian Donaldson, Vickie Dufault and Andrea Johnson

University of Phoenix

Instructor – Dr. Joseph Hamel

November 4, 2013

Business Research Project Part II

Apple has found multiple flaws with a number of their popular products, including issues internally through their financial reporting. They are fighting through their financial reporting issues, such as the allegations of tax fraud; however, the issues with its customers and products appear to be most important. It is Apple’s line of products and the opinions of its customers who are vital to the organization’s success. In particular, the area of focus is research with the iPhone.

The iPhone has long held a significant margin over the Android market but in recent years that gap has been narrowed. Apple is interested to see the reasons behind consumers choosing more Android phones. This research plan is a commitment to finding these reasons through the use of surveying Smart Phone users. In the following summary, this research plan will further detail the questions of the survey, the sample chosen as well as how we will access them, the collection process as well as the format of the survey.

Articulation of the Research Problems and Objectives

The first stage of the research plan is the articulation of the research objectives and problems. The objective of this plan is to identify the problems faced by Apple and discovering the ways to minimize those problems. Another objective is to have a better understanding of the people’s perception about the company’s products and their likings and disliking. The company is facing several problems, such as problems with their operating system, dissatisfaction among the customers regarding the price, product quality, allegations of tax fraud, and dilemmas in dealing with its suppliers and distributors.

Description of the Problem

According to many users the new operating system of Apple iOS 7 is a downgrade from its previous versions. It is known that Apple charges a higher price for its products. Apple is trying to get access in China and their high price and other compatibility problems both are detrimental to their expansion plan in China. Apple is currently facing allegations of tax fraud by the Federal government, and they are fighting the investigation. The company is also facing problems in dealing with its suppliers and distributors because many of them do not abide by the labor rules of the company (Worth, 2013).

Research Plan

This step contains several distinct components, and this is a one of the more complex steps. One of the major components is to decide where to collect the information. Such information is crucial in completing the research and making business decisions. Apple will construct a sampling plan that ensures the collection of data that is representative of the overall population. The overall research plan includes the selection of research approach and the instruments to collect data. After developing the sample plan Apple will figure out how to contact and communicate with the participants to collect relevant information. Then, information will be collected as par requirement. After analyzing the data or information the findings will be presented or disseminated. These findings will be used to make decisions (Kotler, 2003).

Collection of Information

First, Apple will have to fix the timetable within which the research will be completed. Then the company will determine the markets to collect the information from. After choosing the research method Apple will go for the collection of information. As both quantitative and qualitative information are required so, quantitative market research methods like surveys and statistics and qualitative methods like in-person interviews; focus group discussions will be conducted.

Analyzing the Information and Disseminating the Results

After collecting the information, it will be analyzed using various methods for a greater understanding. After analyzing the information the output or result will be disseminated. Apple should focus on assessment of the findings, and they must be very clear about their intentions on using this information. The overall research will be within the framework of Apple’s research objective.

Making the Decision

The previous steps will be done to accomplish the objectives of the company and to make decisions. The company is facing several problems or dilemmas and the purpose of this research is to find out the solutions of those problems. After completing the research, Apple should be able to make decision that will be helpful in minimizing or eliminating the problems.

Considerations

This research plan is not a fixed one. It will evolve over time, and it may require up gradation. Apple may choose to change their research methodology, data collection techniques, communication strategies, etc. Other important things to consider is the timetable within which the research should be completed and the budget.

The Survey

The initial survey is intended to investigate the risk to Apple of Smart Phone users to switch their device to a competitive device. In ascertaining this risk, three main areas are investigated: the user’s intention, the degree to which action has been taken to switch, and some of the influences on that switch decision. The derived survey questions are below.

The survey uses multiple choice (both single-choice and multiple-choice) and Likert scale questions. The Likert-style questions have been structured to have a consistent answer profile, ranging from strongly agree to strongly disagree to improve accuracy of responses (Cooper, 2011). These answers can be assigned numerical values to enable statistical analysis. This analysis can be seen later in this paper.

1. What brand of Smart Phone do you currently use?

IPhone

Samsung

Blackberry

Other (please specify other type or NONE if you do not have a Smart Phone)

2. What do you use your Smart Phone for most?

Business

Personal

3. I am satisfied with my current Smart Phone.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

4. I have looked into other Smart Phones and their features.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

5. I am thinking of switching to another Smart Phone brand.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

6. What would you say is the main reason you would switch Smart Phone manufacturers?

Features

Applications

Reliability

Cost

Compatibility with other products

7. Brand image is important to me when I choose a Smart Phone.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

8. The overall popularity of a Smart Phone is important in my Smart Phone choice.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

9. My friends' opinions are important to me when I choose a Smart Phone.

Selections: Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree

10. What is your age?

Selections: 18 to 24;25 to 34;35 to 44;45 or older

Population and Samples

Population and samples for this research project would consist of iPhone users. These users would be new to the iPhone and also a selection based on term of use to range from beginner to expert. Apple’s customer base ranges through many ages, locations, sex, and demographic so a wide range of samples will need to be selected to capture a true representation of the Apple population. According to Weebly businesspeople and adults are among the top percentile of iPhone users and of Apple’s target market (Weebly, 2013). These areas will need to have a higher concentration in the sample selection than children, teenagers, and a college student more prone to Apple’s other suite of products (Weebly, 2013).

Selection

The primary sample market for the survey would be any iPhone user; however, as the research team is composed of a number of demographic and geographic groups, the colleagues, and acquaintances of the team will be used as the sample population. Via an electronically distributed survey, these subjects will be approached to take the short survey.

An electronic, Internet-based survey is a desirable method of Internet already, so the mechanics of an online survey will not hinder results. Second, by presenting the survey electronically, it efficiently screens out low-technology subjects not within the targeted population. For example, a mail survey would be an inefficient way of reaching iPhone users.

The main advantage of an Internet-based survey is cost. Given that the distribution lists will be furnished by the research team itself, the lists will have no cost. Further, there are numerous online survey firms who provide limited, free access.

Data Collection Process

The primary source of data that will be collected for our research will consist of Smart Phone users. These users will consist of new iPhone users as well as long-time users. The research instrument that will be used will be through the survey method. This will give insight regarding the stability of Apple’s customer base as well as the important factors necessary to keep its end users loyal to the product.

In the course of the data collection process, there will be a secondary source of information that will consist of previous end users of past iPhone versions, also known as other Smart Phone users. Again, the research method of choice will be through survey. Conducting the survey with previous end users will be through the Internet with e-mail obtained through Apple’s customer base as a viable option. Obtaining market research with previous iPhone customers will give insight into the reasons for why a previous iPhone user is no longer using the product as well as information as to what current Smart Phone they are using.

Survey Format

The survey questions are in a multiple choice answer format. Some questions are bases on how much a person agrees such as strongly agree, or strongly disagree; this is based on the Likert style of questioning. There are also questions more specific, such as why the consumer would switch phones, such as the brand. The idea behind this format is to make it user friendly, as easy to use as possible while providing the information needed for the research.

Survey Distribution and Collection

The survey will be distributed over an electronic format, such as the Internet. The target consumers for this survey are users of Smart Phones. Smart Phone users are more familiar and comfortable with the use of the Internet as the platform for the survey questions. The results will be collected at the end of the survey period; the results are automatically collated and analyzed by the survey team.

Conclusion

Understanding the various flaws within the Apple product line and the fight through their financial reporting, there are allegations of tax fraud. The most important of these are the issues with their customer base. Apple holds the opinions and satisfaction of its customers in a high regard. After reviewing this area the plan, survey questions, population, sample, selection, data collection, and the administration of the project are complete. Apple will be able to move forward and understand the reasons customers are choosing more Android phones.

References

Cooper, D.R. (2011). Business Research Methods. New York, NY: McGraw-Hill.

Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, NJ: Pearson Education, Inc., Prentice Hall.