市场调研参考范文英文.docx

市场调研参考范文英文.docx

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市场调研参考范文英文

报告标题:

AstudyintothefactorsaffectingUKconsumersattitudes

andpurchaseintentionstowardsHTCmobilephones.

班级:

XXXXXX

姓名:

XXXXXX

提交日期：

XXXXXX

ExecutiveSummary（摘要）

ThereportwasundertakeninordertoinvestigatewhatfactorsmayhavecontributedtowardsHTC’slossofmarketshareinthepasteighteenmonths.Theresearchproblemqueriedthefactorssurroundingdomesticconsumers’attitudesandbehaviourstowardsthisbrandoftelecommunicationsproduct.ThepurposeofundertakingthisresearchwastoinvestigatefactorsthatmayhavecontributedtowardsthisrecentlossofshareandofferHTCmanagementasetofrecommendationsthatcouldhelpimprovefutureperformance.

Byanalysingsecondarydata,anumberofkeyfactorswereidentified.Productfactorssuchasquality,easeofuse,utility,aesthetics,priceandbrandreputationwereidentifiedaskeyinfluencersuponausersattitudesandtowardsaproduct.Personalfactorsobservedfactorssuchaswordofmouthrecommendations,perceptionsofacompany’smarketingcommunicationactivities,availabilityconsiderations（distribution）andtheinfluenceofcompetitor’sofferings.Thethirdandfinalfactor,Social,consideredtheroleofpastexperiencesandlifestyleaspotentialinfluencersuponanindividual’sattitudestowardsHTCmobilephones.Thisbackgroundresearchalsohighlightedthestronginfluencethatattitudehaswithregardstoconsumerspurchasingintentions.Fromthiscontextualanalysis,anumberofhypotheseswereproposedfortesting.

Aprogrammeofquantitativeresearchwasemployedtotestthesehypothesesandfoundasignificantrelationshipexistedbetween:

∙Productfactorsandattitude

∙Personalfactorsandattitude

∙Attitudesandpurchaseintention

Thesesignificancescoreswereallfoundtobeatthehighestlevel（p<.01）.Thereportalsohighlightedthattherewasnotasignificantrelationshipbetweensocialfactorsandattitudeswithascoreofp>.1.Thereportproposesanumberofkeyrecommendations.Thefirstofwhich,istoinvestinactivitiesthatwillpositivelychangeconsumersperceptionsoftheHTCbrand.ManagementcouldalsoconsiderinvestingresourcesintobuildingthereputationofHTCasalifestylebrand.Thefinalkeyrecommendationwastoconsidercommissioningfurtherresearchtoestablishwhichphoneandbrandrelatedfactorsconsumerspreferincompetitors’productsoverHTC’s.

Tableofcontents（目录）

SectionNo.

SectionTitle

PageNo.

1.

Introduction………………………………………………..

1

1.1MarketDefinition…………………………………...

1

1.2MobilePhoneMarket………………………………

1

2.

Background………………………………………………..

2

3.

ProblemDefinition………………………………………..

3

3.1ManagementDecisionProblem……………………

3

3.2ResearchProblem………………………………….

3

4.

ResearchApproachDevelopment………………………

4

4.1LiteratureReview………………………………….

4

4.1.1Background……………………………….

4

4.1.2ProductFactors……………………………

4

4.1.3PersonalFactors…………………………...

5

4.1.4SocialFactors……………………………...

6

4.1.5AttitudesTowardsMobilePhones………..

6

4.1.6PurchaseIntentionandBehaviour………..

6

4.1.7Demographics……………………………..

7

4.2ResearchModel……………………………………

8

4.3ResearchQuestionsandHypotheses……………...

8

5.

ResearchDesignandMethodology……………………..

9

5.1ResearchDesign……………………………………

9

5.2Methodology:

SecondaryResearch………………

9

5.3Methodology:

PrimaryResearch………………….

9

5.3.1ResearchApproach………………………..

9

5.3.2SamplingDesign…………………………...

10

5.3.3SampleFrame……………………………..

10

5.3.4SamplingTechnique………………………

10

5.3.5SampleSize………………………………..

10

5.3.6QuestionnaireDesign………………………

11

5.3.7QuestionnaireStructure……………………

11

5.3.8OperationalisationoftheVariables……….

12

5.3.9QuestionnaireFormat……………………...

12

5.3.10Fieldwork…………………………………..

13

5.4DataAnalysisMethodology…………………………

13

6.

ResultsandAnalysis………………………………………..

14

6.1RespondentProfile…………………………………...

14

6.2MobilePhonePurchasingBehaviour………………..

14

6.3FactorsInfluencingConsumersAttitudesTowards…

15

HTCMobilePhones

6.3.1ProductFactors……………………………….

15

6.3.2PersonalFactors………………………………

15

6.3.3SocialFactors………………………………...

16

6.4OverallAttitudesTowardsHTCMobilePhones…….

16

6.5ControlVariables……………..………………………

16

6.5.1Gender………………………………................

16

6.5.2Age……………………………….....................

17

6.5.3LevelofEducation………………………........

17

6.6HypothesisTesting……………..……………………..

17

6.6.1Hypothesis1………………………..................

18

6.6.2Hypothesis2………………………..................

19

7.

ConclusionsandRecommendations…………………….....

20

7.1Conclusion……………………………………………

20

7.2ResearchLimitations…………………………………

20

7.3Recommendations……………………………………

21

References……………………………………………………

22

Appendices……………………………………………………

27

TableofAppendixes（附录目录）

PageNo.

Appendix1:

SampleQuestionnaire……………………………………………..

27

Appendix2:

MissingVariableAnalysis………………………………………..

32

Appendix3:

Demographics……………………………………………………..

34

Appendix4:

MobilePhonePurchasingBehaviour……………………………..

38

Appendix5:

DescriptiveStatisticsandOneSampleT-Test-

ProductFactors……………………………………………………

42

Appendix6:

DescriptiveStatisticsandOneSampleT-Test-

PersonalFactors…………………………………………………...

44

Appendix7:

DescriptiveStatisticsandOneSampleT-Test-

SocialFactors………………………………………………….......

46

Appendix8:

DescriptiveStatisticsandOneSampleT-Test-

Attitudes…………………………………………………...............

48

Appendix9:

OneWayANOVAforControlVariables…………………………

49

Appendix10:

MultipleRegressionAnalysisforHypothesis1………………….

51

Appendix11:

BivariateRegressionAnalysisforHypothesis2…………………

52

Appendix12:

SPSSDataandOutputFiles…………………...…………………

53

1.Introduction（介绍）

1.1MarketDefinition（行业市场定义）

Themarketformobilephonesiscomprisedofanalogueanddigitaldevicesusedforthepurposeofmobiletelephony.Thismarketdefinitiondoesnotextendtoothertypesofwirelessdevicessuchascordlessphoneswhichcommunicatebetweenthehandsetandafixedlinebasestation（MarketLine,2012）.Asmartphoneisdefinedasthesumofbothacomputerandawirelessvoicedevice（Hamblen,2009）.

1.2MobilePhoneMarket（手机市场介绍）

In2011theUKmobilephonemarketwasworthanestimated£2,174million,benefitingfrom6.6%（CAGR）growthinthepastfiveyears（Mintel,2012）.Duringthisperiod,mobilephonetechnologyhasradicallychanged.Traditionallyamobilephonewasusedforsimplecallsandtextmessaging.Inthepastfiveyears,thesedeviceshaveexpandedincapability,oftenpossessingthesamefunctionalityasasmallcomputer（Guardian,2012）.47%ofallUKconsumersusingamobilephonearenowusingasmartphonedevice,withHTCcurrentlyoperatinga17%shareofthedomesticmarket.16%ofUKmobilephoneusersareexpectedtoadoptsmartphonesinthenext18months（YouGov,2012）.

In2012,themarketformobilephonesisexpectedtogrowbyaround1.4%,withmanufacturersexpectedtoshipatotalof1.7billiondevices（Savitz,2012）.Globally,thenumberofmobilephonedevicesconnectedtoanetworkisexpectedtoexceedthatofeventheworld’spopulationinthenextfiveyears（Gardside,2012）.ResearchalsosuggeststhatAppleisnowthelargestsmartphoneproducerintheworldfollowedcloselybySamsungandNokiarespectively.HTContheotherhandsitsfifthintherankings（O’Brien,2011）.

Forover50%ofUKconsumers,theprocessofchoosingamobilephonetakesatleastaweekandcanoftentakeuptoafewmonths（YouGov,2012）,suggestingthatthedecisionmakingprocessforthisproductisrelativelyhighinvolvement.Consumerresearchersconcurwiththisanalysis,suggestingthemainmobilephoneplatformsattractthistypeofuser（Thompson,2012）.

2.Background（背景）

HighTechComputerCorporation（HTC）isaninternationalproducerofsmarthandhelddevices（Bloomberg,2012）.Inthecontextofthisreport,referencestoHTCfocusonthemobilephoneaspectofthebusiness.Thecompanywasestablishedin1997duringtheonsetofmassmobilephoneadoptionthroughoutthedevelopedworld（HTC,2012a）.ThecorporationisthesecondlargestsmartphonemanufacturerinAsiabuthasinrecentyearsfacedincreasingcompetitionfromkeymarketplayerssuchasSamsung（Culpan,2012）.However,asamanufacturer,HTChasinthepastenjoyedsuccesswithitsrangeofsmartphones.InFebruary2011,theTaiwanesebasedproducerhad（attimes）threehandsetsdominatingthe‘mostpopularphone’charts,propellingitpastindustryleadersAppleandSamsung（Phillips,2011）.

In2012,HTCexpectsitsfourthquarterrevenuefigurestobe14.5%lowerthaninthethreepreviousmonths（Jim,2012）,equatingtoa79%fallinprofits（BBC,2012a）.Thisinformationfollowsonfromoverthreeconsecutivequartersoffallingshareinthemobilephonemarket（Versace,2012）,believedbymanytobeduetoarapidincreaseincompetitionwithinthemarketplace（Culpan,2012）.Infact,whereHTCandSamsungwereequalplayersjusttwoyearsago（2010）,SamsungnowsellssixtimesasmanyphonesasitsTaiwaneseopponent（Minto,2012）.BothSamsungandApplepostedprofitrisesduringthisquarter（BBC,2012b）.

HTChavemadeaconcertedefforttoreversetheirrecentmisfortunes,withchiefexecutiveacknowledgingthatthefastpaceofthemarket“hasslowedHTCdown”（Kelion,2012）.Thecompanyhasdecidedtoreactbyputtingmoreresourcesandgreateremphasisonmarketingactivitiestohelpaddresstheircurrentproblems（Jim,2012）.Forthefourthquarter2012,HTCexpectstoseegrossmarginandoperatingmargintob